OMEN by HP has partnered with Counter Logic Gaming , in a deal focusing on content integration and hardware development.

The gaming hardware brand currently sponsors multiple esports competitions, including the Overwatch League , and orgs including Immortals and Team Vitality.

Counter Logic Gaming currently competes in the NA LCS, and is majority-owned by the Madison Square Garden Company.

OMEN, the gaming brand of HP Inc., has announced a new partnership deal with North American esports organization Counter Logic Gaming. Alongside a jersey logo placement, the partnership will see CLG players working with HP product engineers, while both CLG players and their managers will be training on OMEN desktops and monitors.

Speaking to The Esports Observer, Chin Wu, HP’s AMS (Americas) PC gaming marketing manager says the partnership also includes a content integration program for the hardware brand’s Twitch channel and social media.

“We are partnering together on an OMEN Twitch franchise program, called the OMEN Dojo, where we will have CLG pro players give lessons,” she says. “We are really excited for CLG’s fans to get insights on how to become better players from their favorite players.”

[perfectpullquote align=”right” cite=”” link=”” color=”” class=”” size=””]Alongside a jersey logo placement, the partnership will see CLG players working with HP product engineers, and train on OMEN desktops and monitors.[/perfectpullquote]

HP launched its OMEN line in May 2016, targeting the enthusiast gamer market with laptops and desktops that are also usable by hardcore and pro gamers. The brand is currently in a multi-year sponsorship deal with the Overwatch League, and is also a jersey sponsor of Immortals and Team Vitality .

In 2017, The Madison Square Garden Company acquired a majority stake in CLG—an investment that helped the organization acquire its franchise spot in the NA LCS. Alongside its eponymous venue in New York, the holding company’s other sports assets include the NBA New York Knicks and NHL New York Rangers. In September 2017, it was announced that Nick Allen, former Twitch VP of esports, would be assuming the same role at MSG, while also serving as CLG’s chief operating officer.

Related Article: Jordan Solomon, Madison Square Garden Sports – “Our Aspiration is for Counter Logic Gaming To Be a Strong Brand in New York”

Alongside League of Legends, CLG also hosts teams in Rainbow6 Siege, Rocket League, and Super Smash Bros to name a few. MSG itself will also run a New York Knicks offshoot in the upcoming NBA 2K League, titled Knicks Gaming—with current Knicks sponsors Chase and Squarespace serving as inaugural founding partners.

Asked if OMEN by HP was also considering branching out its sponsorships into the sports world, Wu said that “there’s definitely a lot of overlap of sports athletes who also love gaming. The OMEN marketing team is always exploring the right opportunity to partner with personalities in tech, esports, and gaming.”