SteelSeries has announced a multi-year partnership with CGN Esports, a prominent organisation in the GSA (Germany, Switzerland, Austria) region. Under the terms of the agreement, the peripheral manufacturer becomes the official partner for mice, keyboards, headsets, and mousepads for CGN’s professional teams and creators.

The partnership specifically targets CGN’s elite competitive divisions, including its VALORANT roster—which recently secured the VALORANT Challengers 2026 GSA: Evolution Stage 1 title—and German Fortnite professional Jannis “JannisZ“ Matwin. The collaboration will see CGN athletes and creators integrating SteelSeries hardware into their competitive setups while featuring the brand’s logo on official jerseys during tournaments and broadcasts.

“SteelSeries is one of the most iconic brands in esports. But for us, this partnership goes far beyond performance,” said David Dick, COO of CGN Esports. “It’s about shared passion for the game and a deep connection to the community. Together, we want to bring the brand closer to our fans, create real moments—online and offline—and shape the future of gaming culture in the GSA region.”

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The partnership with CGN Esports is another example of a significant shift in the 2025-2026 sponsorship landscape. It is part of a broader movement where endemic brands are aggressively reclaiming their territory, moving to re-establish themselves as the foundational pillars of the competitive ecosystem.

This “endemic reclamation” is defined by a pivot toward long-term, high-value infrastructure deals, such as CORSAIR’s “seven-figure” deal with FaZe Esports to co-develop pro-grade gear and Logitech G’s massive €2.5 million research investment with the University of Limerick and partnership with G2 Esports. BenQ‘s gaming brand ZOWIE has been one of the most active in this space and also signed with CGN, adding to deals with other top organisations and some of the main events in the esports calendar, including the Counter-Strike 2 Majors in Budapest and Cologne.

The move is part of an effort by SteelSeries to deepen its investment in the Central European competitive landscape as the brand celebrates its 25th anniversary. The brand has also expanded its presence in esports by partnering with Dignitas in North America and with Dutch organisation Criminals earlier this year.

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