Turtle Wax is doubling down on its investment in esports as well as with team OpTic Gaming. Offering “content-driven storytelling through individual player integrations,” the brand will join OpTic on the road with fan activations at two key gaming tournaments throughout the year and become one of the first non-endemic brands to host an experiential activation onsite at select MLG tournaments starting this week at CWL Dallas where Call of Duty player Crimsix will unveil a custom co-branded wrap on his Porsche GT4 in the Turtle Wax booth. Fans will also have the opportunity pose with the car and receive a GIF that can be shared on social media. The footprint will also be present at MLG Anaheim in June. Other partnership elements include an additional integration with team producer Pamaj, social media promotions and giveaways, as well as road trip shoots that show the team “living the go moment, capturing and sharing content at every turn.”

“Professional gaming is a rapidly growing sport, and authenticity is a priority as more sponsors enter the space,” said Hector Rodriguez, CEO and co-founder of OpTic Gaming. “Our fans are highly engaged and aren’t just invested in our competitions, but also in our lifestyle. Passion for gaming and cars go hand-in-hand. Our cars are a major fixture and natural extension of our lifestyle, so Turtle Wax is a perfect fit as a sponsor for OpTic Gaming.”

“One of the major goals of this partnership is to show the new era of car lovers that Turtle Wax isn’t just your father or grandfather’s car products,” said Courtney Lauer, director of marketing for Turtle Wax. “The brand has been around for more than 70 years, and we pride ourselves on our innovations steeped in consumer insights, and continue to invent new products that meet the needs of modern drivers.”