Although official terms of the deal have not yet been disclosed, the advertising campaign will see Apex players Dizzy, Ace, and Mohr showcasing the organization’s first-ever gaming product. The partnership is Zippo’s second partnership with the esports gaming community, as the company previously worked with North American esports organization Panda Global in 2018 in a similar capacity. Zippo says the company will also work with NRG players to create a special limited edition of the rechargeable hand warmers.
The HeatBank 9s Rechargeable Hand Warmers feature up to nine hours of heat and can power USB devices such as headsets, controllers, and smartphones. The hand warmers, specifically designed with the gaming and esports community in mind, were produced as an alternative to disposable products within the gaming community. Senior Director of Integrated Marketing Communications at Zippo William Kolasa said he is “excited” to be working with the NRG teammates as the company looks to take its “first step in a bigger commitment to providing gamers with the ultimate accessories to power their play.”
In a gaming world where a player's hands are the most important tool in their arsenal, finding new ways to keep them warm before, during, and after gameplay is a great way to introduce a new product to the industry. A company such as Zippo, who has more than 80 years in the industry, knows a thing or two about keeping things warm. As more companies look to get into the esports industry, partnerships such as this will prove to be one of the more organic moves a company can make to increase their marketing revenue and advertising dollars.