Esports organisation Dplus Kia has entered into a partnership with global gaming chair brand AndaSeat to help enhance player performance and deliver differentiated value for fans.

AndaSeat is a global gaming chair brand that has established its presence through collaborations with world-renowned esports teams. The company decided to pursue this partnership after recognising the brand value of Dplus Kia, which has been actively collaborating with a wide range of domestic and international IP. Through collaborations with designer brands, Dplus Kia launched its in-house brand Dplus and has demonstrated its potential as more than just an esports team, proving itself to be a lifestyle brand through the release of various apparel products, including uniforms, as well as collaboration products with local and overseas IP.

By combining Dplus Kia’s design capabilities with AndaSeat’s ergonomic engineering, the two companies will jointly develop IP collaboration products. In particular, this collaboration is expected to carry even greater significance for fans, as it will mark the first time in Korea that such a collaboration product is presented directly.

Lee Jun-young, Vice President of Dplus Kia, said, “We are delighted that AndaSeat, a brand trusted by top-tier global names, has become our partner after resonating with Dplus Kia’s brand vision. As we have continued to showcase differentiated branding with partners across a variety of categories, we will once again create premium value that fans will want to collect.”

Zhou Lin, Global HQ CEO of AndaSeat, added, “Dplus Kia is an organisation that has set a milestone in esports brand marketing through its active brand collaboration efforts. Becoming a partner of Dplus Kia, which possesses such distinctive brand value, was also a very important decision for AndaSeat. We are confident that the collaboration between our two companies will present not merely a product consumption experience, but a new lifestyle for Dplus Kia and esports fans alike.”

The two companies also stated that they plan to continue working together through both online and offline collaborations in order to provide fans with a more enjoyable and comfortable esports experience, while helping players improve their overall performance through greater physical and mental stability.

This article was translated from the original that appeared on INVEN.