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Logitech G partners with T1 in Lagardère-brokered deal

Gaming equipment brand Logitech G has agreed a sponsorship deal with South Korean esports organisation T1 Entertainment & Sports, brokered by the Lagardère Sports agency.

Logitech G will supply professional gaming mice, keyboards, mousepads and gaming headsets for all T1 teams. Logitech G branding will be on T1 team uniforms and throughout the team’s training facility, and the brand will be promoted as T1’s official provider of peripherals in the training facility and on digital channels

In addition, Logitech G will work with T1 on designing next-generation, innovative technologies for the esports market.

Lagardère Sports is T1’s exclusive commercial agent. T1 is owned by Korean mobile operator SK Telecom and Comcast Spectacor, part of US media giant Comcast. The team was launched in October 2019 and has operations in Seoul, Philadelphia and Los Angeles.

Adrian Staiti, managing director of Lagardère Sports in APAC, said: “We entered the esports domain a few years ago to help leagues and teams make deeper and more meaningful connections with brands, whether they are endemic or non-endemic. Since then, our effort and commitment have sparked amazing partnerships that have not only added value to brands and the esports ecosystem but unprecedented levels of fan engagement.

“Logitech G and T1 were always a good fit for both company and team, and we know this will be a massive opportunity for both parties to work together to generate cool content for gamers and T1 fans globally.”