VARREL lands Bic Camera as sponsor in push to grow Japanese esports

Japanese esports organization VARREL has bagged itself a sponsorship deal with Bic Camera, a retail giant in the country, as both companies look to push competitive gaming further into the Japanese mainstream. The partnership covers VARREL's participation in tournaments at home and abroad, as well as community outreach activities, fan events and broadcasts.

Neither side disclosed the financial terms or the length of the agreement.