SteelSeries partners with Pelaajat.com for Finnish esports

Gaming peripheral maker SteelSeries has signed a partnership with Pelaajat.com to integrate its equipment into the Finnish outlet’s live esports broadcasts and digital content. The agreement was announced this week and includes hardware promotions and interactive segments aimed at Pelaajat.com’s audience.

Under the deal, SteelSeries products will appear on broadcast overlays, be used on-stage at events and be featured in dedicated stream segments. The partnership includes time-limited hardware offers and interactive viewer features tied to live shows.

Pelaajat.com is based in Jyväskylä and operates as Finland’s largest streaming and esports media platform. The organisation runs community services, produces regional tournament coverage such as the Pelaajat.com Nordic Masters and manages dedicated facilities including the Agon by AOC Bootcamp space in Jyväskylä.

SteelSeries plans to use the partnership to reach Nordic viewers during major competitive windows, including local broadcasts related to Counter-Strike 2 IEM Major Cologne and the PGL Major Singapore. Pelaajat.com and SteelSeries described the agreement as combining technical product expertise with locally produced entertainment to deliver hardware promotions and interactive content to Finnish viewers.

The deal follows regional expansion by hardware makers. SteelSeries recently signed an exclusive multi-year agreement with CGN Esports covering Germany, Switzerland and Austria. Other recent sponsorships in esports include Logitech G partnerships with several teams, a reported seven-figure sponsorship between CORSAIR and FaZe, and product placements by monitor brands such as ZOWIE, ASUS Republic of Gamers and Philips Evnia. Furniture and chair brands including Blacklyte, Secretlab, AutoFull and Razer have also pursued team and event partnerships.

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