Turtle Beach splashes out on Dreamhack Atlanta deal

Gaming headset maker Turtle Beach is using esports to push into the PC market by sponsoring its third Dreamhack event this year.

November’s Dreamhack Atlanta event will see League of Legends and Fortnite competitors use the brand’s new ‘Elite Atlas’ headphones for PCs in the American Video Game League college tournaments.

“We are proud that Turtle Beach, one of the biggest names in gaming audio, has jumped on board as the main sponsor of the AVGL LoL and Fortnite tournaments and want to work with us to drive more attention around collegiate esports,” DreamHack chief executive Marcus Lindmark said.

“College esports is a massive, yet under-served grassroots movement, so it’s exciting to be working with both the AVGL and Turtle Beach to help put an even brighter spotlight on these amazing college gamers.”

Turtle Beach has started its esports push for the Elite Atlas product with sponsorship of the BLAST Pro Series Copenhagen Counter Strike: Global Offensive tournament, which takes place this weekend. Turtle Beach partner Astralis is among the competing teams for the event and helped design the Elite Atlas headsets.

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The partnership is understood to be a three-season deal, from 2019-20 to 2021-22, and builds on AXA’s existing Global Partner agreement with Liverpool.

The deal is the largest ever sponsorship investment in UK women’s sport and comes less than a year after the league went fully professional in September 2018.

Under the five-year global deal, Oppo will become the first Official Smartphone Partner of The Championships, Wimbledon, as the event is officially known.

US sportswear brand Nike is paying about $7.5m (€6.7m) per year to sponsor China’s League of Legends Pro League (LPL), according to industry sources.