FAZE MEDIA & G FUEL REVIVE PARTNERSHIP, ANNOUNCE MULTI-YEAR SPONSORSHIP, LICENSING DEAL AND EQUITY STAKE FOR FAZE
FaZe Clan and G FUEL have announced a multi-year, multi-million-dollar sponsorship and licensing deal, marking one of the largest transactions in GameSquare's history. FaZe Media will receive an equity stake in G FUEL as part of the contract. The partnership kicks off with G FUEL sponsoring FaZe Clan's month-long Subathon in September, where the FaZe House will be renamed the 'FaZe G FUEL House'. This collaboration aims to drive growth and engagement within the gaming ecosystem, focusing on content from FaZe's renewed talent roster. The deal emphasizes authentic, organic creativity from talent, avoiding corporate branded content. Both companies view this partnership as a strategic move to reinvigorate their brands and connect with their core gaming communities.
FaZe Clan e G FUEL hanno annunciato un accordo di sponsorizzazione e licenza di più anni e multimilionario, segnando una delle transazioni più importanti nella storia di GameSquare. FaZe Media riceverà una partecipazione azionaria in G FUEL come parte del contratto. La collaborazione partirà con G FUEL che sponsorizza il Subathon di un mese di FaZe Clan a settembre, durante il quale la FaZe House sarà rinominata 'FaZe G FUEL House'. Questa collaborazione mira a promuovere la crescita e il coinvolgimento all'interno dell'ecosistema videoludico, concentrandosi sui contenuti del rinnovato roster di talenti di FaZe. L'accordo sottolinea la creatività autentica e organica dei talenti, evitando contenuti brandizzati in modo aziendale. Entrambe le aziende vedono questa partnership come un passo strategico per ravvivare i loro marchi e connettersi con le loro comunità di videogiocatori.
FaZe Clan y G FUEL han anunciado un acuerdo de patrocinio y licencia de varios años y varios millones de dólares, marcando una de las transacciones más grandes en la historia de GameSquare. FaZe Media recibirá una participación en G FUEL como parte del contrato. La asociación comenzará con G FUEL patrocinando el Subathon de un mes de FaZe Clan en septiembre, donde la FaZe House será renombrada como 'FaZe G FUEL House'. Esta colaboración tiene como objetivo impulsar el crecimiento y la participación dentro del ecosistema de los videojuegos, centrándose en el contenido del renovado catálogo de talentos de FaZe. El acuerdo enfatiza la creatividad auténtica y orgánica de los talentos, evitando contenido de marca corporativa. Ambas compañías ven esta asociación como un movimiento estratégico para revitalizar sus marcas y conectar con sus comunidades de jugadores.
FaZe Clan과 G FUEL은 다년간, 수백만 달러 규모의 후원 및 라이센스 계약을 발표하며 GameSquare 역사상 가장 큰 거래 중 하나를 기록했습니다. 계약의 일환으로 FaZe Media는 G FUEL의 지분을 받게 됩니다. 이 파트너십은 9월 FaZe Clan의 한 달 간의 Subathon을 G FUEL이 후원하면서 시작되며, FaZe House는 'FaZe G FUEL House'로 이름이 변경됩니다. 이 협업은 게임 생태계 내에서의 성장과 참여를 촉진하는 것을 목표로 하며, FaZe의 재편집된 재능 목록의 콘텐츠에 초점을 맞춥니다. 이 계약은 인재들의 진정한 유기적 창의성을 강조하며, 기업 브랜드 콘텐츠를 피합니다. 두 회사는 이 파트너십을 자신들의 브랜드를 재활성화하고 핵심 게임 커뮤니티와 연결하기 위한 전략적 움직임으로 보고 있습니다.
FaZe Clan et G FUEL ont annoncé un accord de parrainage et de licence pluriannuel et multimillionnaire, marquant l'une des plus grandes transactions de l'histoire de GameSquare. FaZe Media recevra une participation dans G FUEL dans le cadre du contrat. Le partenariat débute avec G FUEL sponsorisant le Subathon d'un mois de FaZe Clan en septembre, où la FaZe House sera rebaptisée 'FaZe G FUEL House'. Cette collaboration vise à stimuler la croissance et l'engagement au sein de l'écosystème du jeu, en mettant l'accent sur le contenu du nouveau portefeuille de talents de FaZe. L'accord souligne l'authenticité et la créativité organique des talents, évitant le contenu de marque d'entreprise. Les deux entreprises considèrent ce partenariat comme un mouvement stratégique pour revitaliser leurs marques et se connecter avec leurs communautés de joueurs.
FaZe Clan und G FUEL haben einen mehrjährigen, millionenschweren Sponsoring- und Lizenzvertrag angekündigt, der einen der größten Transaktionen in der Geschichte von GameSquare darstellt. FaZe Media wird im Rahmen des Vertrags eine Beteiligung an G FUEL erhalten. Die Partnerschaft beginnt mit G FUEL, das im September den einmonatigen Subathon von FaZe Clan sponsort, wobei das FaZe House in 'FaZe G FUEL House' umbenannt wird. Diese Zusammenarbeit zielt darauf ab, Wachstum und Engagement innerhalb des Gaming-Ökosystems zu fördern, wobei der Schwerpunkt auf den Inhalten aus FaZes neuem Talent-Portfolio liegt. Der Vertrag betont die authentische, organische Kreativität der Talente und vermeidet corporate Branding. Beide Unternehmen sehen diese Partnerschaft als strategischen Schritt, um ihre Marken zu revitalisieren und mit ihren zentralen Gaming-Communities in Verbindung zu treten.
- Multi-year, multi-million-dollar sponsorship and licensing deal with G FUEL
- FaZe Media receives equity stake in G FUEL
- Partnership aims to drive growth and engagement in the gaming ecosystem
- FaZe's live streaming viewership tripled in July 2024
- Potential for new product launches and giveaways
- None.
Insights
This partnership revival between FaZe Media and G FUEL is a strategic move with potential financial upside. The multi-year, multi-million-dollar deal includes an equity stake for FaZe in G FUEL, which could provide long-term value beyond the immediate sponsorship benefits. This aligns incentives and could lead to more innovative collaborations.
The deal's timing coincides with FaZe's recent relaunch and renewed focus on creator-driven content. With live streaming viewership tripling in July 2024, this partnership could capitalize on FaZe's growing audience, potentially boosting both brands' revenues. However, the success will largely depend on the execution of their community-focused initiatives and the reception of co-branded products.
Investors should monitor key performance indicators such as engagement metrics, product sales and revenue growth for both companies to gauge the partnership's impact. While promising, the true financial impact remains to be seen in the coming quarters.
This partnership signifies a strategic shift in the gaming and energy drink markets. By reuniting, FaZe and G FUEL are tapping into nostalgia while also addressing current market trends. The focus on user-generated content (UGC) and creator-driven initiatives aligns with the growing demand for authentic, community-centric marketing in the gaming industry.
The deal's structure, including an equity stake, suggests a deeper integration between gaming culture and consumer products. This could set a new standard for partnerships in the industry, potentially influencing how other brands approach collaborations with gaming organizations.
The success of this partnership could hinge on its ability to resonate with Gen Z and Millennial audiences, who are increasingly skeptical of traditional advertising. The emphasis on organic content creation and community engagement appears well-positioned to meet these demographic preferences, potentially driving brand loyalty and market share growth for both entities.
The revival of this partnership showcases the evolving landscape of digital media and gaming. FaZe's focus on live streaming, evidenced by the tripling of viewership in July 2024, aligns with the broader trend of interactive, real-time content consumption. The month-long Subathon event is a prime example of leveraging technology for extended audience engagement.
The collaboration's emphasis on UGC and creator-driven content reflects the shift towards decentralized content creation in the tech industry. This approach could lead to more innovative uses of streaming platforms and social media, potentially driving technological advancements in content delivery and audience interaction.
Moreover, the partnership's focus on co-branded products suggests potential for tech-integrated merchandise or gaming peripherals. As the gaming and tech industries continue to converge, this collaboration could spawn new product categories that blend energy drinks with gaming technology, creating unique market opportunities.
G FUEL and FaZe Team Up on Community-Focused Initiatives, Launching with FaZe's Month-Long Subathon
This partnership is one of the largest transactions in GameSquare's history, where FaZe Media will receive an equity component in G FUEL as part of the contract, further aligning the two companies' core community-focused values and fostering deeper collaboration to drive growth and engagement within the gaming ecosystem. This marks FaZe Media's first long-term sponsorship deal, highlighting the brand's commitment to building sustainable and impactful relationships within the industry.
"Reuniting with G FUEL is a full circle moment for us," said FaZe Banks, CEO of FaZe Media and founder of FaZe Clan. "As we focus on reconnecting with our roots, this partnership represents more than just a business deal—it's a revival of the legendary history from the OG FaZe days. We're excited to kick off this new chapter with G FUEL and look forward to creating content and new products together."
To kick off the partnership, G FUEL will be the presenting sponsor for the FaZe Clan Subathon, a month-long streaming marathon running in September. During the Subathon, the FaZe House will be renamed the "FaZe G FUEL House" as an homage to FaZe Clan's original NYC house that G FUEL sponsored back in 2014. The Subathon event will set the tone for the renewed partnership, showcasing the power of UGC and the influence of FaZe's creators. FaZe Media and G FUEL will also launch in-person collaborations and co-branded products throughout the partnership to further solidify the synergy between energy drinks and gaming culture.
"I've always felt that the original G FUEL and FaZe partnership was best-in-class, so working with Banks and the FaZe team to reignite this collaboration and deepen our relationship within our diverse community of fans, customers, creators, and partners is exciting. This comes at a perfect time; with FaZe pushing boundaries and nurturing the next generation of content creators, we are continuing to innovate with new products and categories to meet the needs of our evolving customer base. As our partnership takes shape, we're excited to drive engagement across the global gaming and creator communities," said G FUEL CEO Bryan Crowley.
The partnership emphasizes a strategic focus on content from FaZe's renewed talent roster, which has been attracting rapidly growing audiences with live streaming viewership tripling in July 2024 (Stream Hatchet). The formation of FaZe Media put control back in the hands of creators and after a historic relaunch in April of this year, the brand's content and community has been reignited. By partnering with G FUEL, FaZe aims to further this reinvigoration, avoiding corporate branded content and prioritizing authentic, organic creativity from the talent.
G FUEL has a strong record of successful creator partnerships, crafting authentic, trend-setting formulas for gaming culture enthusiasts. This collaboration builds on a celebrated lineup of influencer-driven creations, including hits like Jynxzi, PewDiePie, Ninja, Butters, FaZe Rug, and more, paving the way for future product launches and giveaways. An early adopter, G FUEL continues to be a leader in bringing communities the best products, collectibles, and experiences for pop culture, gaming, and lifestyle enthusiasts.
With FaZe's heightened focus on bringing the brand back to its origins, reuniting with G FUEL is a natural step in reviving the true meaning of FaZe.
About G FUEL
G FUEL is a game-changing, performance-driven alternative to standard energy and hydration products. Founded in 2012, G FUEL boasts an expansive, Zero Sugar product lineup that includes its signature Energy Formula in powder tub, stick packs and ready-to-drink cans, a powdered Energy + Protein Formula and powdered Hydration Formula. G FUEL maintains the industry's largest and most passionate community of fans, with a global social media footprint of over 500 million followers and product distribution to over 125 countries. Thanks to its years of proven success and resonance in gaming and entertainment, G FUEL has forged iconic partnerships with pop culture creators, professional athletes, major game publishers and internationally-recognized entertainment studios.
Join the movement today at GFUEL.com and follow us on social media @GFuelEnergy.
About FaZe Clan
FaZe Clan is one of the most prominent and influential gaming organizations in the world. Created by gamers, for gamers, FaZe began in 2010 by a group of internet kids who turned their passion into a successful career path and formed a die-hard community along the way. Today, FaZe Clan represents a vast roster of creators who aim to inspire the next generation in making their dreams a reality.
FaZe operates across multiple verticals designed to reimagine gaming, sports, culture and entertainment. FaZe has partnered with blue-chip brands such as Porsche, GHOST® and McDonald's, and record-breaking fashion and lifestyle collaborations featuring Nike, Takashi Murakami, Lyrical Lemonade and more - all centered around its top-tier talent collective with gaming rooted at the core. Reaching over 240M followers across social platforms globally, FaZe's roster consists of world-class gamers, streamers, content creators and esports professionals known for delivering disruptive, original content and its gaming division houses 10+ competitive esports teams.
For more information, visit www.fazeclan.com, and follow FaZe Clan on Twitter, Instagram, YouTube, TikTok, and Twitch.
About GameSquare Holdings, Inc.
GameSquare's (NASDAQ: GAME) mission is to revolutionize the way brands and game publishers connect with hard-to-reach Gen Z, Gen Alpha, and Millennial audiences. Our next generation media, entertainment, and technology capabilities drive compelling outcomes for creators and maximize our brand partners' return on investment. Through our purpose-built platform, we provide award winning marketing and creative services, offer leading data and analytics solutions, and amplify awareness through FaZe Clan, one of the most prominent and influential gaming organizations in the world. With one of the largest gaming media networks in
To learn more, visit www.gamesquare.com.
Media Relations
G FUEL
Email: gfuelpr@thestorymob.com
FaZe Media:
Chelsey Northern / The Untold
Phone: (254) 855-4028
Email: pr@gamesquare.com
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SOURCE G FUEL
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