INTEL AND SONIQS PARTNERSHIP
INTEL AND SONIQS PARTNERSHIP
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Intel’s partnership with Soniqs exemplifies its commitment to fostering growth within the esports community. Intel chose to support Soniqs, a rising star in the esports world, rather than one of the “old guard” teams in North American esports. This decision underscores Intel’s dedication to grassroots gaming, helping to elevate emerging teams to the highest levels of competitive play. The collaboration between Intel and Soniqs has been instrumental in providing the team with the technological edge needed to succeed on the global stage.
Intel’s sponsorship included co-branded in-game items, such as a Rocket League decal featuring the Intel Arc logo, used by the Soniqs' professional team during competitions.
Soniqs’ star player, Tgltn, a standout in PUBG esports, has been central to Intel’s branded content and promotional activities. Tgltn has participated in numerous Intel-sponsored streams where he showcases Intel’s technology, including product giveaways that have further engaged the gaming community.
INTEL INSPIRES ESPORTS IN EDUCATION SUMMIT
Intel secured front-of-jersey brand placement on the Soniqs’ professional jerseys. This is a crucial element of sponsorships as it provides highly visible branding opportunities during high-profile esports events, where jerseys are prominently featured in broadcasts, streams, and live audiences. The placement of Intel’s logo on the jerseys helped to enhance positive gaming sentiment toward the Intel brand by associating it with a successful and rising team. This visibility not only boosted brand recognition among the esports community but also generated significant awareness during major championship events, where the Soniqs’ matches drew large viewership.
As part of Intel's sponsorship, they were granted rights to include Soniqs branding and players in live event activations. At TwitchCon 2022 in San Diego, Intel leveraged this opportunity by featuring Soniqs players at their booth. By integrating Soniqs players into their event presence, Intel effectively showcased the synergy between their technology and top esports talent, enhancing their engagement with the gaming community and reinforcing their position as a leading supporter of esports.
Under Intel's sponsorship, the Soniqs PUBG team secured multiple global championships, further establishing their dominance in the scene.
The Soniqs’ professional Rainbow Six Siege team also thrived during this period, winning several major tournaments. Intel’s sponsorship powered championships with the necessary technological support, helping them achieve their goals and solidifying the Soniqs as a powerhouse in the esports world.
PRODUCT INTEGRATION
Intel’s partnership extended beyond just competitive play, supplying Soniqs with the latest Intel PC and laptop technology across the entire organization. This included outfitting the players’ personal PCs, enhancing team practice facilities with state-of-the-art equipment, and equipping the Soniqs front office with Intel-powered PCs for content creation and design. This comprehensive support ensured that Soniqs not only excelled in competition but also maintained high standards in content production and organizational efficiency.
Intel also sponsored product for the Soniqs newly built community LAN center. This allowed local Pennsylvania gamers a place to access the latest Intel PC technology for friendly gaming, tournaments, and learning sessions from pro Soniqs players.
As part of Intel's sponsorship of Soniqs' parent company, Intel also funded and supported Harrisburg University’s collegiate esports program. Their products powered the team facility as well as Harrisburg's massive collegiate tournament, the HU Invitational.
As part of Intel's sponsorship of Soniqs' parent company, Intel also funded and supported Harrisburg University’s collegiate esports program. Their products powered the team facility as well as Harrisburg's massive collegiate tournament, the HU Invitational.
Impact
Intel’s sponsorship of Soniqs has significantly boosted brand awareness and purchase intent within the gaming community. By choosing to support a rising team, Intel has reinforced its image as a brand that nurtures talent and innovation from the ground up. The partnership has successfully showcased Intel’s gaming products as essential tools for both professional gamers and content creators, solidifying Intel’s position as a leader in gaming technology.
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“Intel has always been supportive of the esports community by providing the best platform for competitive players at all levels. We’re thrilled to be partnering with Soniqs to support both their esports teams and their community endeavors. We’re excited to see which championship trophies they take home next.”
— Marcus Kennedy, Intel General Manager
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