Immortals has partnered with tire brand Nitto Tire in a deal that includes the LA Valiant and Made In Brazil.

LA Valiant and MIBR will be featured in a new digital content series and Nitto Tire will have a presence at the LA Valiant Community Block Party this month.

Nitto Tire will provide tires and related products to players.

Esports organization Immortals has named Nitto Tire as an official sponsor. The deal includes esports brands under the Immortals ownership umbrella—Overwatch League team Los Angeles Valiant and Brazilian Counter-Strike squad Made In Brazil (MiBR). In addition to a variety of in-person and digital activations, Nitto will provide tires and related products to MiBR and LA Valiant players. Additionally, MiBR and LA Valiant players will be featured in a new digital content series.

[perfectpullquote align=”right” cite=”” link=”” color=”” class=”” size=””]The partnership’s first activation will take place at the LA Valiant Community Block Party.[/perfectpullquote]

The partnership’s first activation will take place at the LA Valiant Community Block Party, a fan meet-and-greet event on Oct. 20. Nitto Tire will present an interactive installation themed after the Junkertown map in Overwatch , featuring Nitto product integration and branding. The Block Party will also include carnival games, live music, and more. Immortals has also secured a partnership with Wells Fargo for the event. The banking company will have a presence at the Block Party to hold merchandise giveaways and other activities. Proceeds from the event will be donated to St. Jude Research Children’s Hospital.

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“We have a rich history of marketing through video games which includes a proprietary PC racing game, and numerous in-game brand placements on both social and mobile gaming platforms,” said Nitto Tire U.S.A. director of marketing Stephen Leu. “A partnership with a leading franchise such as Immortals was the natural fit in our foray into the esports arena.”

Immortals has sponsorship deals in place with a variety of brands including Mountain Dew, Razer, K-Swiss, Microsoft, and Otter Pops. While LA Valiant shares some brand partners with Immortals (such as Otter Pops) both the Overwatch League team and MIBR also have their own distinct sponsorship portfolios. LA Valiant teamed up with Lionsgate for a jersey sponsorship of the film Uncle Drew, while MIBR has partnerships with Betway and Tinder.