ESL FACEIT Group sees clearly with Zenni partnership

Esports tournament organiser ESL FACEIT Group has announced a partnership with online eyewear retailer Zenni Optical.

As a result of the deal, the two parties will collaborate to incorporate eye health education across DreamHack gaming events.

The collaboration between ESL FACEIT Group and Zenni will begin at DreamHack Dallas from May 31st until June 2nd. The deal also results in Zenni becoming the Official Eyewear Partner of ESL and DreamHack events.

In addition to raising awareness of eye care, the partnership also includes launching a co-branded collection of ‘lifestyle and competitive eyewear and accessories’. According to a release, the partnership aligns with ‘EFG’s broader mission’ which involves assisting the growth of gaming communities.

Zenni Optical is no stranger to the esports industry having partnered with several organisations and tournaments since 2019. In April 2024, the retailer teamed up with fighting game event Evo, becoming the official eyewear partner of the tournament taking place in Las Vegas, Nevada.

For ESL FACEIT Group, the partnership is a continuation of the organiser expanding its commercial portfolio, particularly with its DreamHack brand. In April 2024, it partnered with streaming platform Kick for DreamHack activations. Meanwhile, February saw ESL FACEIT Group join forces with Supercell to host a $2m (~£1.58m) Brawl Stars tournament series.

Craig Levine, Co-CEO of ESL FACEIT Group, spoke on the deal: “We are thrilled to partner with Zenni Optical as the Official Eyewear Partner of DreamHack and ESL.

“The genuine passion that Zenni has for the esports industry is a refreshing sight to see, and a major driving factor for the decision behind our partnership. Zenni’s ongoing commitment to provide eyewear for everyone mirrors our own drive to create worlds beyond gameplay for gamers everywhere.”