Gaming peripherals brand HyperX has renewed its partnership with multinational esports organisation Team Liquid.
HyperX will remain Team Liquid’s official peripheral partner. In addition, Team Liquid Co-owner and content creator Juan ‘Hungrybox’ DeBeidma has been named as a HyperX global ambassador.
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As part of the partnership, HyperX will support Team Liquid’s tournaments, community initiatives and content.
The two brands have also announced that the renewal will feature an expanded focus on diversity and women in gaming. HyperX will support Liquid’s female VALORANT team in Brazil, alongside supporting the newly-announced Team Liquid podcast ‘Table Talks’.
DeBeidma, the newly-named brand ambassador, became a part of Team Liquid’s ownership structure last year, together with CS:GO player Jonathan “EliGE” Jablonowski, WNBA star Aerial Powers, poker streamer Alexander “Lex” Veldhuis and actor Asa Butterfield. DeBeidma is best known for his success in Nintendo’s Smash Bros series, a game in which he is considered one of the greatest players ever.
HyperX has a wide-reaching partnership strategy. Alongside numerous other esports organisations, the brand is a long-time partner of Team Liquid. In a 2020 interview, HyperX told Esports Insider it had sponsored Team Liquid for ‘over a decade’. Multinational tech company Hewlett Packard (HP) bought HyperX for $425m (~£300m) in June 2021.
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Stephanie Winkler, director of marketing, HyperX, said: “HyperX is thrilled to renew our sponsorship with Team Liquid to support the growing esports organisation and equally excited to welcome Hungrybox to the HyperX brand ambassador family.
“We recognise the ongoing efforts of Team Liquid to support the esports ecosystem of players, influencers, and fans and inclusivity for all, aligning with HyperX’s commitment to fueling the next generation of gamers and content creators.”
Esports Insider says: Team Liquid and HyperX are strengthening a longstanding bond. HyperX takes a very broad partnership approach and has sponsorship deals with numerous organisations, but Team Liquid’s is a strong and important relationship for the brand. It’s also nice to see HyperX and Liquid invest further into improving the representation of women in esports.
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