Ministry of Sport

New Balance treads new ground in Formula One esports deal

Formula one has secured US sportswear and apparel brand New Balance as the Presenting Partner of the F1 Esports Series.

The partnership will see New Balance hold activations around the three Pro Series live events with branded digital content and the F1 Esports drivers will also wear New Balance socks and shoes while racing for their Official F1 teams.

The Championship will consist of three live broadcasted and streamed events, each covering multiple races, held in London in October and November with an overall prize pool of $200k.

Director of Global Partnerships at Formula 1, Chris Travers said: “New Balance are the global leaders in footwear performance technology and a lifestyle brand that transcends traditional sport.

“We are thrilled to bring them on board as the Presenting Partner for our inaugural F1 Esports Pro Series: we share the same passion for speed and competition and the desire to reach new audiences.”

The recent inaugural F1 Esports Pro Draft, where drivers were selected by the F1 teams to compete in the Pro Series, took place in July and viewership numbers across linear broadcast and online streaming were testament to the healthy level of interest that the global sports community has for F1 Esports.

VP of Global Marketing and Sports Marketing at New Balance, Chris Davis said: “At New Balance, we firmly believe that our partnerships are a reflection of our values.

“Partnering with F1 Esports initiative exemplifies our commitment to marketing innovation and creating meaningful connections to consumers who desire premium fan experiences across the world.”

Shaun Carney

Shaun Carney