Formula 1 has announced New Balance as the presenting partner of the F1 Esports Series. The announcement further states New Balance will have activations around the three Pro Series live events in the form of digital content. Drivers will also be wearing new Balance socks and shoes while competing.

Chris Davis, VP of Global Marketing and Sports Marketing at New Balance said: “At New Balance, we firmly believe that our partnerships are a reflection of our values. 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.”

The F1 Pro Series consists of all but one of the current Formula One organizations: Alfa Romeo Sauber F1 eSports Team, Haas F1 Esports Team, Hype Energy eForce India F1 Esports Team, Mercedes AMG Petronas Motosport, McLaren Shadow, Red Bull Racing esports Team, Renault Sport Team Vitality, Toro Rosso Esports Team and Williams Esports.

Chris Travers, Director of Global Partnerships at Formula 1, said: “New Balance are the global leaders in footwear performance technology and a lifestyle brand that transcends traditional sport. 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.”

The Pro Series recently completed its first draft in July with some teams rounding out their rosters and others just getting them started.

The F1 Pro Series also holds sponsorship with Fanatec for driving simulators, DHL as a logistics partner, Codemasters and Gfinity.

Esports Insider says: Simulation racing is up and coming as an esport and it’s nice to see a non-endemic such as New Balance come on as a sponsor. It will be *interesting* to see the results that come out of requiring players to wear certain socks and shoes while they are competing.

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