French automotive manufacturer Renault and its Renault Sports Racing division have expanded into the esports market by entering into a partnership with professional outfit Team Vitality.
The two parties will form Renault Sport Team Vitality, an esports outfit dedicated to motorsport-based games. Renault said this arrangement will enable it to engage with esports fans and players around the world.
The team will feature in this year’s Rocket League Championship Series Europe, where it will be represented by esports professionals Philip Paschmeyer, Victor Locquet and Sandro Holzwarth.
In addition, Renault said discussions are ongoing for the outfit to participate in Formula One’s eSports Series, a tournament based on the official video game for the motor racing championship. Renault competes in F1 via its Renault Sports Racing arm.
Renault will allow Renault Sport Team Vitality players to access its Formula One factory in Enstone, England, where they can train with drivers and liaise with technical staff and other officials. Team Vitality will also support players by working with them on a day-to-day basis to aid their development.
Bastien Schupp, vice-president of global brand strategy and marketing communications at Groupe Renault, said: “This partnership is a tremendous opportunity for the Renault brand to be exposed to new and younger audiences. As a discipline, esports have a promising, far-reaching future and we’re looking forward to connecting people from Renault Sport Racing to these young gamers and being a part of it.”
Fabien Devide, founder and chairman of Team Vitality, added: “Our partnership with Renault is a natural match, not only because we share the same values and colours but also because we all want to make it to the very top of the European and international scenes.
“At the end of the day, many of its methods are the same as those we employ in esports, namely data and performance tracking, physiotherapy, fitness training and mental training.”