Fnatic teams up with furniture manufacturer Steelcase

UK-based esports organisation Fnatic has secured a partnership with furniture manufacturer Steelcase.

Steelcase will provide its gaming-focused line of chairs to Fnatic’s players, creators and staff across Europe. Moreover, the brands will work together to create ergonomics-focused content and activations.

Created more than a century ago, Steelcase is a prominent manufacturer of chairs and other furniture focused on ergonomics and comfort. Steelcase products are used in offices around the world and the company has more than 11,000 employees worldwide. The company also operates a large number of sub-brands aimed at different market segments, such as gaming, co-working spaces, traditional offices and healthcare institutions.

In esports, the company is a partner of North American esports organisation Luminosity Gaming. The brand has also partnered with Riot Games to become the official gaming chair provider for the VCT Pacific League. Earlier this month, Riot Games revealed that Fnatic sold the most VCT EMEA in-game team capsules as of March 2024.

Steelcase also teamed up with Panda Global in 2022.

As the organisation’s ‘Official Performance Seating Sponsor’, Steelcase will work with Fnatic to bring Steelcase’s ‘know-how of high-performance ergonomics’ to the gaming community. Fnatic will also provide Steelcase with insight to improve possible future gaming products.

Andrea Kilin, Director of EMEA Retail Business at Steelcase, commented on the deal: “We’re thrilled to be launching our first European gaming/esports partnership with one of the best, most successful, respected and well-known esports organisations, globally.

“It has been obvious since kicking off our conversations that we share similar values, and a commitment to excellence, performance and well-being, while connecting individuals through meaningful communities.” 

The Steelcase partnership comes shortly after Fnatic’s substantial ‘seven-figure’ partnership with cryptocurrency casino Betify to become a partner of its Counter-Strike 2 team.

In League of Legends, Fnatic will compete in Chengdu, China next month for the Mid-Season Invitational (MSI), Riot Games’ first international event of the 2024 season.