BUSINESS: Apex Legends Global Series gets major brand partnerships

The business team behind this year’s Apex Legends Global Series can feel like they’re champions as they team up with major brand sponsors.

Furniture brand Herman Miller’s gaming arm, PC and monitor sponsor Alienware, and custom gaming gear company Battle Beaver have been announced to sponsor Apex Legends’ biggest esports event.

The sponsorship announcements were revealed just ahead of the Split 1 Playoffs, which will be held in Los Angeles, California from May 2-5.

Esports Insider has reported that the different brands will launch various kinds of fan activations and provide the ALGS with tournament gear.

“Dell’s gaming-focused brand Alienware has been named the tournament’s official PC and monitor partner. Together with Intel, Alienware will provide gaming PCs for all ALGS live events. The brand will also be part of the broadcast with the ‘Alienware Play of the Day’ segment,” Esports Insider reported.

Alienware will also provide free play areas in the ALGS venues where fans can experience using the brand’s products, and they will also provide discounts. Alienware Arena’s Game Vault marketplace will also be featuring Apex Legends-themed items throughout June to mark the partnership.

Battle Beaver, meanwhile, will be providing players custom controllers for use in the tournament as part of their partnership with the ALGS. They will also be hosting a dedicated brand booth during the Split 1 Playoffs.

Meanwhile, Herman Miller is returning to the ALGS by equipping all ALGS participants with its signature line of chairs. Herman Miller has worked with esports teams Philadelphia Fusion and G2 Esports in the past.

Apex Legends esports has had its own ups and downs – with the game being part of the upcoming Esports World Cup, and the infamous hacking incident during the ALGS Regional Finals for North America.