Brand Activation

Formula 1 Esports Finds New Balance

Formula 1 locked in footwear and lifestyle brand New Balance as the Presenting Partner of F1 Esports Series.

In addition to activations around the three Pro Series live events as well as branded digital content, the brand will fully integrated into the F1 Esports Pro Series Championship, with wearing New Balance socks and shoes while racing for their Official F1 teams.

“New Balance are the global leaders in footwear performance technology and a lifestyle brand that transcends traditional sport,” said Chris Travers, Director of Global Partnerships at Formula 1. “We are thrilled to bring them on board as the Presenting Partner for our inaugural F1 Esports Pro Series: we share the same passion for speed and competition and the desire to reach new audiences. New Balance joins the group of sponsors and partners of F1 Esports Series, which already includes DHL, Fanatec, Codemasters and Gfinity.”

The Championship will consist of three live broadcasted and streamed events, each covering multiple races, held in London in October and November. Drivers and teams will collect points across the Pro Series to win the Drivers’ and Teams’ Championships, with an overall prize pool of $200k.

“At New Balance, we firmly believe that our partnerships are a reflection of our values,” said Chris Davis, VP of Global Marketing and Sports Marketing at New Balance. “Partnering with F1 Esports initiative exemplifies our commitment to marketing innovation and creating meaningful connections to consumers who desire premium fan experiences across the world. Both New Balance and Formula 1 consistently strive to bring an elevated product to our respective consumer bases – we will collaborate to celebrate craft, thoughtfulness and sophistication. Formula 1 is a truly global, fearlessly independent, tier 1 sport, with a rabid fan base, eager for speed, competition and engaging content. The contagious energy of Esports is real and we couldn’t be more excited to bring this passion to life with the Formula 1 team.”