With the arrival of next-generation video game consoles due in November, and the focus shifting toward next-generation TVs with advanced gaming support, pairing between leading TV brands and esports franchises is becoming more and more prevalent.

Such is the case through the announcement Thursday that China-based TV brand Hisense and London-based esports brand Fnatic have teamed up on a new multi-year content partnership.

The partnership includes a deal to upgrade Fnatic facilities with gear including Hisense’s premium TV’s, along with ongoing content collaborations.

Hisense said the deal also highlights its “dedicated strategy to invest in the substantive gaming market and commitment to bringing more esports and Fnatic content to Hisense’s big screens for fans to enjoy.”

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Fnatic is London-based esports team and global entertainment-based brand on “amplifying gamers and creators.” FNATIC has won more than 200 championships across 30 different games, and has evolved into a channel through which “forward-thinking brands communicate with young people.” It maintains offices and facilities in cities spanning the globe from Los Angeles and Tokyo.

Fnatic will gain access to Hisense’s global network of customers, “allowing for a wider audience and the potential to build a stronger fan base. This partnership represents another strategic milestone in Fnatic’s continued expansion into China.”

Together, the brands will also co-create a variety of content featuring Fnatic’s prominent teams (spanning FIFA, PUBG Mobile, Fortnite, LoL and more), the companies said.

“We are thrilled to partner with Fnatic, one of the world’s top esports organizations, in a joint effort to bring a better quality of life to Fnatic and esports fans,” stated Alex Zhu, Hisense International VP, in announcing the deal. “We hope to make Hisense TV and home appliances truly their friend and right hand in life by constantly exploring the needs of fans, so as to allow them to focus on enjoying every moment of esports games. Supported by the unique VIDAA operation system that launched at Hisense TV, we are dedicated to bringing more esports and Fnatic content to our big screens for fans.”

“We are proud to partner with Hisense, a forward-thinking, innovative company, that is committed to bringing happiness into the homes of millions of families,” said Sam Mathews, Founder and CEO of Fnatic. “As a trusted partner, we are excited to share this collaboration with our fans, players and creators.”

The partnership is similar to one recently announced between LG and Evil Geniuses on LG’s UltraGear gaming monitors.

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By Greg Tarr

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