Known by many as the “Michael Jordan of esports,” Lee "Faker" Sang-hyeok holds all the cards when it comes to negotiating brand partnerships. The League of Legends star from South Korea spoke with SBJ how his deal with gaming peripherals brand Razer, and what attracted him to work with the company.
Have a deliberate and genuine collaboration. “The most important aspect when it comes to a partner or partnership are the different collaborations,” he said. “When I partnered with Razer, it made sense because I was using the mouse for the longest time.”
Sang-hyeok helped design and put his name on DeathAdder Pro mouse, something that had he not been afforded input, he would never do. “I need to understand the overall concept of the product since it will have my name on it,” said Sang-hyeok. “Most of the products that have been released either have my signature or my signature Demon King graphic on it.”
Commit to building the brand together. Sang-hyeok looks at brands that can help build his presence in esports – as well as what he can do for them. “It's always best to plan for the future. As of now, I love being an active pro gamer. And with my career and experience, I hope to strengthen my image and brand in order to prepare for the future.” --Kevin Hitt
