Car Care brand makes inroads into professional gaming in second year of partnership with OpTic Gaming.

Turtle Wax is expanding its investment in the eSports sector with a renewed sponsorship of the eSports team OpTic Gaming in 2017.

OpTic is a competitive gaming team with millions of followers on social media and a roster of players that compete professionally in “Call of Duty,” “Halo” and “CS:GO.”

The renewed sponsorship partnership will again focusing on content-driven storytelling through individual player integrations. Turtle Wax will also join OpTic on the road with fan activations at two key gaming tournaments this year.

Not a brand that would typically be associated with gaming, Turtle Wax said in a press release that it is “committed to innovation in product development as well as in marketing and partnerships, which is why the brand is deepening its involvement in the fastest-growing spectator sport.”

Turtle Wax is working with the OpTic team on a content-centric narrative that organically incorporates the brand into the team's lifestyle around their passion for cars. Individual integrations with team members Ian "Crimsix" Porter and Austin "Pamaj" Pamajewon will showcase different aspects of gamer life through their unique lenses.

Professional “Call of Duty” player and avid car enthusiast Crimsix is the proud own of a Porsche Cayman GT4. Throughout the year, fans will watch Crim upgrade and detail his ride with the help of Turtle Wax. Meanwhile, team director Austin "Pamaj" Pamajewon will capture the lifestyle elements of pro gaming through a series of videos from the inside of his BMW.

Fans will have the opportunity to experience the partnership when Turtle Wax takes to the road to become one of the first non-endemic brands to host an activation at select eSports tournaments throughout the year.

The partnership will debut at Major League Gaming Dallas for the “CoD” World League Open March 17-19, at the Fort Worth Convention Center. At the event, the brand will unveil a custom co-branded car wrap on Crimsix's Porsche. The Turtle Wax booth will also be present at the “CoD” World League Open at MLG Anaheim at the Anaheim Convention Center June 16-18.

"Turtle Wax saw tremendous results in reaching the next generation of car care enthusiasts with increased awareness and social engagement among millennials through the partnership with OpTic in 2016," says Daren Herbert, global vice president, marketing and business development, Turtle Wax. "Adding an experiential element will allow us to show fans that we're more than just a logo on a jersey, and that we're invested in them as well as we continue to build equity in the space."