As observed during the initial week of the VALORANT Champions Tour (VCT) EMEA, Herman Miller Gaming has secured the role of Official Chair Sponsor for Stage 2 of the competition.
Throughout the event’s schedule, spanning from July 16th to August 31st, the brand will be providing VCT EMEA competitors, coaching staff, and broadcast personalities with its Embody Gaming Chair variant.
VCT EMEA Stage 2 marks the third and final regional contest in this year’s premier VALORANT esports cycle. Taking place at the Riot Games Arena in Berlin, Germany, the event will feature 12 teams contending for a $250,000 (~£185,000) reward pool and an opportunity to secure qualification for the concluding international VALORANT Champions showdown of the season.
For Stage 2, Herman Miller Gaming is incorporated into the league’s current roster of sponsors, which include Sony’s gaming hardware division INZONE, energy beverage Red Bull and payment platform paysafecard. The gaming-oriented chair brand has been inspired by Herman Miller, a furniture company which has been in operation since 1905.
Jon Campbell, MillerKnoll Vice President of Seating and Gaming, shared his thoughts on the collaboration with VCT EMEA: “As avid gamers who are keen on watching global gaming events, we are excited to partner with VALORANT and Riot, an organization that is leading the way in the gaming industry and focuses on hosting unforgettable tournaments for its players and fans.”
Gaming Chair Brands’ Involvement in Esports
The agreement with VCT EMEA is not the first engagement Herman Miller has had with an esports related entity. In its inaugural year, the brand partnered with NRG’s Overwatch League team, the San Francisco Shock in 2020. Herman Miller has subsequently extended its partner network to include more esports teams and tournaments.
In the same way as gaming peripheral companies, gaming chair producers have become frequent supporters of esports ventures since the market’s beginning. Brands such as DXRacer, Secretlab and Blacklyte have taken advantage of partnerships with esports teams to market their products to a wider audience.
As the esports market expands, so does the form of esports partnerships. Brands have launched gaming chairs that were created with the assistance of esports entities, like League of Legends player Faker and the esports team Paper Rex.
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