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Turtle Wax Sponsors ESports Team

In an effort to reach the next generation of car owners and car-care enthusiasts, Turtle Wax has signed on as a sponsor for eSports organization OpTic Gaming. 

Introduced on Monday, the first phase of the sponsorship involves a complete overhaul of the team’s “Scuf House” garage, using co-branded artwork and graffiti. The car-care brand will also play a part in a content-marketing effort as the team documents its trip to a tournament this summer, which will also be promoted through the brand’s social networks. 

“Content is important for us, especially engaging content,” Courtney Lauer, director of marketing for Turtle Wax, tells Marketing Daily. “The OpTic team is very enthusiastic about their cars.”

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The sponsorship was born out of company research that shows cars and car care resonated well with gamers. The OpTic team regularly posts videos and broadcasts from its team garage and from their cars, making a natural fit for the two brands, Lauer says. 

“[Cars and gaming] are closely correlated, and are heavily indexed with each other,” Lauer says. “We’re interested in targeting the next generation of car enthusiasts, and we’re always looking for unique was to communicate with them.”

For OpTic, the sponsorship helps build “legitimacy” for both the team and eSports in general, says Hector Rodriguez, OpTic Gaming’s CEO and co-founder. “We’ve always been about working with brands that fit into our everyday lives,” Rodriguez says. “We’re so into our cars that as soon as we got this chance to create content around them, we jumped at the chance.”

1 comment about "Turtle Wax Sponsors ESports Team".
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  1. Dan Ciccone from STACKED Entertainment, April 18, 2016 at 10:37 p.m.

    BOOM!

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