Fnatic, a London-based esports organization, has signed a three-year deal with online fashion store ASOS worth “multi-million pounds.”

Fnatic is one of the most well-known esports brands in the UK, and they’ve now teamed up with one of the country’s largest online fashion retailers. The deal is for a three-year term and is said to be worth millions of pounds, however the exact amount was not specified in the press release.

Over the next three years, Fnatic and ASOS will collaborate to bring the “gaming and fashion worlds together” by holding activations — both online and offline. Fnatic’s shirt will also be sponsored by the fashion company.

Fnatic’s players and creators will be featured in several multimedia series and ASOS promotions, as well as “VR experiences and AR filters,” according to the partnership activations. The organization will get a third kit, and the brands will collaborate on “in-game experiences and digital products,” according to the press release.

When Fnatic collaborated with Italian luxury brand Gucci back in June 2020, they officially entered the realm of fashion. They created a £1,150 ($1,574.38) watch inspired by the org’s League of Legends team.

The British org made headlines lately when it announced a five-year $15 million contract with cryptocurrency trading platform Crypto.com.

The ASOS chief growth officer Robert Birge said in a statement; “Gaming and fashion are both passions for young adults and as esports continue to boom, we’re incredibly excited about this partnership. GenZ-ers increasingly express their style in both the physical and digital worlds and this is something we’re excited to fuel. We’re also looking forward to seeing some of the world’s greatest esports athletes wear our name on their Fnatic jerseys at the Worlds in Iceland.”