Lighter manufacturer Zippo enters esports in a sponsorship agreement with fighting game focused NA esports org Panda Global.

Depending on the sponsorship’s performance, Zippo intends to stay in esports for the long run.

This marks the third non-endemic sponsor Panda Global has brought to esports, and the fourth non-endemic brand in Panda’s partner portfolio.

North American esports organization Panda Global has inked a deal with U.S. lighter manufacturer Zippo.

It’s Zippo’s first entry into esports, and adds another non-endemic esports first-timer to the list of Panda’s partners—last year, Panda introduced entertainment studio Funimation and Japanese technology giant Toshiba as sponsors in esports. One year earlier, Panda also signed a deal with auto insurance company GEICO. Other sponsors include gaming lifestyle brand Meta Threads, recently acquired by esports tournament organizer UMG, Kingston Technology’s HyperX , and Twitch .

“Zippo marks the third non-endemic brand that Panda Global has exclusively brought into esports, and the fourth non-endemic brand that is on our jerseys today,” Panda’s managing director Alan Bunney told The Esports Observer. “We know at PG that we can continue to push esports into the next level, we’re both humbled and proud to know that so many brands trust us to do so.”

[perfectpullquote align=”right” cite=”” link=”” color=”” class=”” size=””]Last year, Panda introduced entertainment studio Funimation and Japanese technology giant Toshiba into esports as its sponsors.[/perfectpullquote]

Questioned about Panda’s strategy to convince non-endemic sponsors, Bunney emphasized his organization’s strength:

“When approaching non-endemic brands I think the two Ps are extremely important: Passion and professionalism. I’m a physician and David Wu (our cofounder) is a CPA who worked in Fortune 500 companies before, so I think we bring a level of professionalism from outside the industry that helps establish ourselves as individuals they can trust. PG does things differently than other esports teams and we think that is evident at every level of our organization. From the way we choose players to the way we present ourselves, we have our own way of moving forward.”

For Bunney, bringing in a non-endemic sponsor is not only a validation for his own brand, but for the overall esports industry—demonstrating that esports “are worth it.” Bunney also admits, however, that it’s an uphill battle.

“[…]we always have to prove ourselves to people who may not quite understand why people like watching other people play video games. For PG though, fighting games are often overlooked even within the esports space so we’re used to convincing people that this industry, and our home scene, is something incredible that has a lot going for it. Bringing a non-endemic into the space to us isn’t just an awesome thing for PG, to us its an awesome thing for fighting games and 1v1 esports in general.”

[perfectpullquote align=”left” cite=”” link=”” color=”” class=”” size=””]The promotion activities will be based on content around Panda’s players, including a bi-weekly video series called “Hot Takes.”[/perfectpullquote]

Taking into account that Panda was only founded in 2015, it’s safe to say the organization has put considerable effort into its sponsor portfolio. It doesn’t come as a surprise that Panda boasts to be “one of the fastest growing and strongest esports brands in North America.” The org represents players across a variety of esports titles, with a strong focus on fighting games. Some of its most notable players include Street Fighter 5’s Seonwoo “Infiltration” Lee, Super Smash Bros. Melee player Justin “Plup” McGrath, and Hearthstone’s Edwin “Hotmeowth” Cook.

Related Article: Fighting Games: The Next Esports Investment Frontier

Surprisingly different from what one might expect, Zippo isn’t using its entry into the esports space to promote the product its best-known for, reusable metal lighters, but for electronic hand warmers and USB charging devices. The promotion activities will be based on content around Panda’s players, including a bi-weekly video series called “Hot Takes,” following Panda’s players at events.

Careful observers may notice the widespread use of hand warmers by players in esports broadcasts. Bunney explained to TEO that hand warmth is important in esports today. As a doctor, he notes that cold temperatures can slow down nerve conduction, hence why Panda Global always had disposable hand warmers at competitions.

“When we connected to Zippo for their electronic hand warmers we were very excited for a superior alternative,” Bunney said. “The team at Zippo is also keen on learning about esports as we help them navigate the space through Panda Global.”

While the terms of the deal remain undisclosed, Bunney told TEO that’s he’s confident that Zippo will stay in the space.

“Panda Global has never had a sponsor that has not re-signed with the team since we’ve began because I think we do a good job of showing them the industry. We’re confident that Zippo and Panda Global will have a long and fruitful future together that is good for both of us, but most importantly, is good to the fans.”