Japanese esports organisation FENNEL has renewed its sponsorship agreement with DUNLOP for its VALORANT and VALORANT GC (Women’s) teams.
FENNEL, operated by Fennel Co., Ltd. in Shibuya, Tokyo, announced that it will continue working with DUNLOP, a global rubber products brand owned by Sumitomo Rubber Industries, which is based in Kobe, Hyogo Prefecture.
The two companies first signed a sponsorship deal in 2025. Since then, they have worked together mainly on product development for esports players. Both companies said they share the goal of helping improve player performance and supporting the physical condition of esports athletes.
Over the past year, FENNEL players have provided feedback that has been used in developing products. According to the announcement, this process has helped create a system where opinions from top players are directly reflected in product development. Based on the results and positive feedback from the first year, both companies decided to renew the partnership.
In the second year of the agreement, FENNEL and DUNLOP said they will further expand their joint product development efforts. The companies will also increase support for athlete conditioning, especially through recovery wear and products focused on physical care for players who spend long hours practicing and competing. The companies added that they are planning to announce new products developed through the partnership later this year.
Ryo Takashima, President and CEO of FENNEL, said, “In today’s world, the performance of esports players is greatly influenced not only by tactics and skills, but also by their physical condition. The fact that DUNLOP, which has supported world-class sports athletes with its technology, and FENNEL players, who are fighting on the front lines, are working together on product development is of great value to our team and to the entire Japanese esports scene.”
Keiji Moriyama, Executive Officer of Dunlop, said, “We are delighted to announce that we have renewed our sponsorship agreement with FENNEL. The esports market continues to expand globally, and FENNEL’s efforts at the forefront of this market resonate strongly with our company’s commitment to “challenge and innovation.” Dunlop will continue to support the creation of an environment where players can perform at their best and contribute to the further development of esports.”
FENNEL has also been active with new partnerships in recent months. About a month ago, the organisation announced a new sponsorship deal with gaming brand HyperX. Earlier this year, QT DIG∞ also continued its support for the League of Legends esports scene through a new partnership with FENNEL after suspending its own League of Legends division.
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