Esports, sports and gaming venue FUZED has announced a partnership with European gaming peripherals company CHERRY XTRFY.

The partnership will see FUZED equip its venue in Helsingborg, Sweden, with peripherals provided by CHERRY XTRFY. This includes mice, mousepads, keyboards and other gaming gear.

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CHERRY XTRFY is a relatively new brand created after German keyboard manufacturer CHERRY acquired Swedish peripherals brand XtrfY in early 2023. CHERRY is one of the oldest keyboard brands in the world, and XtrfY is known for its range of high-performance esports mice and partnerships with esports brands such as Heroic and Team Vitality.

The collaboration between the company and FUZED is not unusual, due to the fact that both XtrfY and FUZED are based in Sweden. The esports and gaming venue, opened in 2022, has a focus on both gaming and physical fitness, combining gyms, healthy food and gaming. Interestingly, the venue does not allow for energy drinks or sodas, two product types normally associated with gaming.

FUZED has recently launched new programmes focusing on esports training for children and developing grassroots initiatives, and the two companies noted that they want to invest more into grassroots esports in Sweden. There are plans to open more FUZED venues across the country, according to Karl Sergel, CEO of FUZED, and the new partnership with CHERRY XTRFY will help that.

Johan Wältare, European Sales Manager, CHERRY XTRFY, commented on the deal: “Since we started ten years ago, the Swedish gaming and esports scene has meant a lot to Xtrfy, and we have a lot in common with FUZED. We think it’s important to support initiatives that promote local esports development.”