SteelSeries partners with Pelaajat.com to expand in Finland

SteelSeries has signed a partnership with Pelaajat.com to integrate its gaming peripherals into the Finnish esports site’s live broadcasts and digital content. The agreement will place SteelSeries gear on air across Pelaajat.com’s productions and include product promotions and hardware deals within the outlet’s programming.

Under the deal, SteelSeries equipment will be featured in Pelaajat.com’s live streams and on-demand videos. Viewers will see dedicated segments and product promotions during broadcasts. Pelaajat.com operates as a community hub and production house, runs regional tournaments such as the Pelaajat.com Nordic Masters and maintains production facilities in Jyväskylä, including the Agon by AOC Bootcamp space.

Pelaajat.com wrote on X, “SteelSeries represents top-tier gaming gear expertise with a long history of providing gamers the best gear possible.” The outlet added, “See you in the streams, where you’ll also find the best SteelSeries deals.”

The partnership will allow SteelSeries to use broadcast slots and audience touchpoints during scheduled productions and tournament coverage. The agreement covers Finnish streams during events such as the Counter-Strike 2 IEM Major Cologne and the PGL Major Singapore.

The deal follows SteelSeries’ recent regional expansion, including an exclusive multi-year agreement with Germany’s CGN Esports for the Germany, Switzerland and Austria market. Other hardware and peripherals makers have secured regional and team partnerships with esports organizations and broadcasters.

Pelaajat.com will receive sponsorship content, product promotions and hardware for use in its streams and events. The companies did not disclose financial terms or the full scope of the activation calendar.