North American esports organisation Cloud9 has appointed Microsoft as its official technology and performance analytics partner.

The multi-year partnership will see the two parties work together to “develop new tools and technologies” that allows Cloud9’s players to uncover insights across a number of titles.

Jack Etienne, CEO and Owner of Cloud9 commented on the partnership in a release: “As our organization looks at reaching new heights this year and next, we are incredibly excited to use the power of Microsoft technology to help get us there. At Cloud9, we are all about giving players the tools they need to succeed, and with Microsoft leading the way for us, we’re going to have the competitive edge.”

Microsoft is now a partner of all of Cloud9’s teams, including its LCS franchise. The organisation fields teams in Apex Legends, Counter-Strike: Global Offensive, Fortnite, Hearthstone, League of Legends, PUBG, Rainbow 6 Siege, Rocket League, and World of Warcraft.

Mike Downey, Director of Sports Technology at Microsoft also discussed the deal: “Using a range of Microsoft’s commercial and consumer products and services, we will work with Cloud9 to build tools that will help them train more efficiently and determine their best strategies to win. Pairing the technological expertise of Microsoft with some of the world’s best gamers and coaches, we have an opportunity to develop some really innovative technology.”

Cloud9 extended and expanded its partnership with athletic brand Puma earlier this week to span multiple years and across most of its teams. It’s also partnered with Red Bull, OMEN by HP, U.S. Air Force, Secretlab, Twitch, BMW, AT&T, and HyperX.

Esports Insider says: Cloud9 has a reputation as being one of the leading organisations in the industry and it’s hard to disagree when you see partnerships like this come into fruition. With Microsoft’s resources as its disposal, we’re looking forward to seeing what insights can be uncovered in titles such as League of Legends and CS:GO.