Japanese esports team VARREL has signed a sponsorship agreement with Bic Camera, one of Japan’s largest retail chains.
Under the agreement, VARREL will receive support from Bic Camera as it competes in domestic and international tournaments and takes part in broadcasts, events, and activities meant to connect with fans.
The two companies also said that they plan to work together to introduce esports to a broader audience, develop new kinds of fan experiences, and support the growth of the esports market in general. However, neither company disclosed the value or length of the sponsorship contract.
A representative from Bic Camera said (translated from Japanese), “Esports has great potential not only as a competitive sport, but also to connect people and create a new form of entertainment culture. Based on its philosophy of “bringing joy to customers,” Bic Camera supports VARREL’s challenge and will strive to deliver excitement and enjoyment to many customers through esports. We will continue to contribute to the development of society by creating new value.”
Ko Sakuma, Representative Director of CELLORB, said (translated from Japanese), “We are extremely honored that Bic Camera has joined us as a sponsor of VARREL. Bic Camera has been a company that has delivered various devices and technologies to consumers for many years and has supported Japan’s gaming culture. Their approach resonates deeply with our mission at CELLORB, “Connecting the World through Play.”
Bic Camera is one of Japan’s largest retail chains, known for its large, multi-story stores typically located near major train stations. Although the name suggests a camera shop, the stores function more like general department stores, carrying electronics, appliances, cosmetics, food, and other goods.
The company, which trades on the Tokyo Stock Exchange under the ticker 3048, has a market capitalization of roughly $1.73 billion USD (about 282 billion yen).
VARREL, on the other hand, primarily competes in titles including VALORANT, League of Legends, Overwatch 2, Street Fighter 6, and Tekken 8, and has earned more than $1.2 million in prize money across various tournaments. The team’s operating company, Tokyo-based CELLORB Co., Ltd., raised ¥1 billion (approximately $6.7 million) in funding last year, which it said would go toward talent acquisition, IP development, and system expansion.
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