Endemic brands vie for control of esports hardware

Since 2025, gaming hardware and furniture makers have signed exclusive equipment and sponsorship agreements with teams, leagues and events to secure monitors, peripherals and chairs at major esports properties worldwide.

ZOWIE signed exclusive monitor arrangements across the ESL Pro Tour through 2027 and had visible placement at the StarLadder Budapest Major 2025. ASUS ROG expanded partnerships with organisations including Evil Geniuses and Cloud9, partnered with collegiate circuits such as the National Association of Collegiate Esports and the National Esports Collegiate Conference, and agreed event deals with BLAST and PGL for the 2026 season. LG renewed its partnership with MIBR and added product integrations for esports casting with South Korea’s SOOP. Samsung reinforced its presence in the Nordics and the U.K. through agreements with Metizport and DreamHack Birmingham. AGON by AOC and TCL pursued regional alignments with teams such as Gaimin Gladiators, Method, FURIA and Gentle Mates.

Peripheral manufacturers have expanded event and team deals. Logitech G maintained a presence at DreamHack and partnerships with KRÜ and Dplus KIA, and funded performance research with G2 Esports plus a €2.5 million programme at the University of Limerick. Sony’s INZONE line partnered with Fnatic at the elite level and with PlayVS at grassroots levels in North America. HyperX, now aligned with OMEN under HP, announced a partnership with Japan’s FENNEL and activations tied to League of Legends EMEA Championship roadshows. CORSAIR disclosed a seven-figure agreement with FaZe Esports that the company described as centred on hardware supply.

Furniture and accessories agreements were announced across regions and titles. Secretlab maintained deals with the Esports World Cup, PGL and VCT Americas. Blacklyte secured visibility with Team Liquid and at events including the Rainbow Six Invitational and 2025 Majors run by BLAST and StarLadder. Razer supplied furniture for VCT EMEA while expanding peripherals partnerships with MOUZ, Karmine Corp and Hanwha Life Esports. Autofull signed a deal with the ESL FACEIT Group covering 2026 and 2027, a period that includes the CS2 IEM Cologne Major 2026.

Many arrangements are structured as product supply and activation rather than straightforward cash investments. Public announcements often highlight equipment provision and event support, and financial terms are frequently undisclosed or described as in-kind value. The CORSAIR–FaZe agreement, while labelled seven-figure, emphasises hardware supply rather than a detailed cash commitment.

Automotive, finance and betting companies continue to provide external capital to the esports ecosystem. The recent contracts by endemic brands cover regions, titles and competitive levels and specify equipment, event support and exclusivity periods as the primary terms.