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Nissan dives into esports with two new partnerships

The recent trend of carmakers entering the esports scene continues. The latest one to throw their lot with the world of competitive gaming is Nissan. The Japanese company has committed to not one, but two partnerships: with FaZe Clan and OpTic Gaming.

Yesterday, March 21, Japanese carmaker Nissan announced in a press release that they have launched the beginning of their esports endeavors. More specifically, the automotive company will be the new jersey sponsor of both FaZe and OpTic Gaming.

The news was also confirmed via the esports teams’ Twitter channels:

Nissan are clearly trying to tap into the young audience flocking under the banner of esports. According to data from Newzoo, YouTube and Twitch, esports viewership numbers exceed by far those who watch more traditional media such as HBO, Netflix and ESPN. Esports fans are a desirable customer base – they have proven to be loyal and have serious spending power. Furthermore, let’s not forget they already like cars: racing game esports is a serious part of the industry.

Nissan North America Director of Media and Activation Robert Cross confirmed this was the case:

“For any company trying to reach the Gen Z and millennial-minded audience, streaming and esports is an enormous opportunity. We believe this partnership presents a new approach in introducing ourselves and connecting with millions of fans through their favorite gamers.”

Other than being a jersey sponsor, Nissan will also provide vehicles for FaZe and OpTic’s media content. So far, the company has announced the following models will be displayed: Nissan Armada, Altima, Kicks and electric car Nissan LEAF.

Carmakers entering esports is not something new. Recently, we’ve seen BMW sign a contract with Cloud9, Honda with Team Liquid, while Mercedes Benz have been a major part of Dota 2 ESL One events. There, the MVP player of the tournament received a brand-new car as a gift.

Thumbnail image credit: Nissan Motor Corporation

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