The Rotterdam-based esports organisation Criminals announced the extension of its sponsorship agreement with gaming peripheral brand SteelSeries. The partnership, which originally began a year prior, will continue to provide the organisation’s players with hardware and peripherals.
According to official communications, te goal of the renewal is to maintain high-level competitive results while driving community engagement through live events and online tournaments. Access to premium hardware is a standard requirement for professional gaming operations to ensure players can perform to their maximum potential.
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Criminals is a Dutch esports organisation based out of the Rotterdam area in the Netherlands. While they aren’t a massive global franchise like Fnatic or FaZe, they have carved out a solid reputation in the European tier-2 scene. Led by CEO Sharon van de Goorberg, the club specialises heavily in Call of Duty, while also fielding a roster and content creators in VALORANT and Rocket League.
Under the terms of the renewed deal, SteelSeries will continue providing headsets, keyboards, and other equipment to Criminals’ professional players and content creators. The organisation also outlined plans to integrate their pro players directly into the SteelSeries convention booths at upcoming events to give fans a real-time experience of a professional setup.
Additionally, Criminals confirmed they will host tournaments within their Discord server with SteelSeries gear as prizes, featuring live broadcast coverage and casters.
The organisation activated at Dutch Comic Con over the past year and has several upcoming appearances scheduled on its roadmap, including TwitchCon, Gamescom, and the Major 4 Challengers in Paris.
In contact with The Esports Radar, Sharon van de Goorberg, CEO of Criminals, stated regarding the renewal: “Last year we have managed to create more fandom for Steelseries at Dutch Comic Con due to our activations and we are grateful to extend our sponsorship with Steelseries. We are looking forward to what we will build together and we cannot wait to collaborate with new activations, promotions and shared ambition.”
“With combining our players, content creators, our fans and our community, we are thriving to promote Steelseries in all our endeavors to aim to come out as the best supplier of peripherals, and that Steelseries boosts our performance on the main stage,” she continued, placing events as a core strategy for sponsorship activation: “With our attendance to Twitchcon and Gamescom we are setting the standard of bringing Steelseries to our events. Bringing our players to the Steelseries convention booth for a real time experience with our pro players is also very insightful for consumers to experience the story of a pro player and feel like a pro themselves.”
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