Japanese esports team FENNEL has announced a new partnership and sponsorship agreement with gaming brand HyperX.

As part of the deal, HP Japan will provide HyperX gaming devices such as headsets, keyboards, mice, microphones, and earphones to FENNEL’s players and streamers throughout the year. The goal is to support both competitive gaming and content creation with their equipment. The partnership will also include joint promotional activities, including player appearances in HyperX content.

A key highlight of the agreement is a new program called the “For Future Project.” This is a joint effort to support young and aspire esports players, especially children. Under this system, every time a FENNEL player wins an official tournament, points will be added to a public “For Future Counter.”

The progress of this counter will be shared on the official X accounts of both FENNEL and HyperX Japan. When the counter reaches 100 percent, selected children who are interested in esports will receive opportunities such as invitations to official tournaments or free HyperX gaming devices. The project is planned as a long-term effort and it will support hundreds of young players over time.

Shingo Yanagisawa, Head of Marketing Division at HP Japan, said the company is honored to partner with FENNEL and looks forward to expanding initiatives where the efforts of current players can inspire future generations. He added that the collaboration aims to help shape the future of esports.

Ryo Takashima, CEO of Fennel Corporation, said the organisation is pleased to partner with HyperX. He explained that the “For Future Project” is a new system where the achievements of professional players can directly support young players, helping build the future of esports beyond just competitive results.

FENNEL and HyperX have worked together before as their partnership started in January 2022 through a sponsorship deal. The 2026 agreement builds on that earlier work and puts more focus on helping new esports talent grow, while HyperX continues to expand in Japan. Besides the FENNEL deal, HyperX is also looking for more esports licensing partnerships as it shifts to become HP’s main gaming brand.

Subscribe to On The Radar, a weekly wrap up of esports business stories, and the fortnightly Heat Map, a deeper dive into the stories across esports business and culture.

Follow The Esports Radar on social media: