// Currys has inked an exclusive esports tie-up with Williams Racing as it aims to capitalise in the popularity of virtual driving
// The electricals retailer will bring racing car simulators to 52 stores
Currys has signed an exclusive esport partnership with Williams Racing, which will see branded racing car simulators rolled out to 52 stores.
The electricals specialist is aiming to capitalise on the increasingly popular category of esports and ‘sim racing’ – virtual driving – through the high-profile tie-up.
Customers will be able to do hot laps in the virtual Williams FW44 and the fastest racers in stores will qualify for the Currys Racing League.
The final round and grand finale will be hosted at Williams Racing’s dedicated gaming facility, the Williams Esports Lounge, and the winning teams will receive exclusive sim racing bundles and Formula One experiences.
Currys head of gaming Nicholas Hayden said: “Gaming at Currys is growing, and it is now the place to shop for gamers looking for new kit.
“Last year we sold enough gaming accessories to go around the racetrack at Silverstone four times, and this year we are delighted to be teaming up with Williams Racing to launch this exciting tournament and bring our customers even more opportunity to get involved in esports”
Esports is a high growth category and retailers have been clamouring to get in on the action.
Earlier this year, JD Sports struck a deal with gaming brand Excel Esports that will see its logo worn by its roster of players who compete in games including Fifa, Fortnite and League of Legends.
The Currys tie up with also see the Williams Racing Esports team run coaching clinics for aspiring sim racing drivers, both virtually and in stores.
The partnership is also aimed at uncovering undiscovered esports talent, with the hope that the highest performing drivers will being offered the opportunity to join the Williams Esports Academy team.
Williams Racing head of esports Steven English said: “We are incredibly excited to be working with Currys on such an engaging and rewarding campaign.
“The opportunity to provide accessible racing and an introduction to the world of esports across the UK is invaluable, and I know that the coaching clinics will spark an interest for many, as they discover the excitement of virtual racing.
“Along with providing nationwide visibility for the Williams Esports brand, I’m confident that our partnership will also help to uncover budding esports racers and a wealth of hidden talent whilst producing some great racing.”