ESL FACEIT Group takes a seat with Anthros partnership

Esports tournament organiser ESL FACEIT Group has announced a partnership with gaming furniture manufacturer Anthros.

As a result of the deal, the manufacturer has become ‘the official chair partner of ESL.’

According to a release, ESL FACEIT Group and Anthros’ collaboration aims to set ‘new standards for comfort, performance, and health’ within the esports industry. In addition, the manufacturer will provide the organiser with a range of branded chairs for use at its ESL and DreamHack events.

The deal marks Anthros’ first foray into the esports industry. Founded over 70 years ago, the chair manufacturer focuses on helping relieve back pain and muscle pain generated from extensive sitting. In recent months, it has partnered with streamer Dr Lupo to promote the importance of health while gaming.

2024 has been a year of partnerships for ESL FACEIT Group. In September, it was named the presenting partner of the ESIC Global Esport Summit. In August, it joined forces with numerous Unilever brands that will feature in future editions of IEM Cologne and the ESL Pro League.

Gaming chair partnerships within esports show no signs of slowing down. In June 2024, North American organisation Sentinels secured a chair partnership with hardware brand Razer.

Larry Settembrini, VP of Global Brand Partnerships at ESL FACEIT Group, spoke on the deal: “Our collaboration with Anthros isn’t just about showcasing their innovation, but ensuring that players, creators and fans worldwide can play, create and watch in a comfortable and healthy seating position.

“Whether through  providing ESL and DreamHack-branded chairs to competitors and creators or enabling fans to  engage with Anthros at our events and festivals, we’re proud to continue to raise the bar for our communities around the world.”