Walk into a gaming store in Vietnam, pick up a Logitech G PRO Series box, and you'll find GAM on it.
I don't take that for granted. Logitech G has been with GAM since 2018, three years before I took over the team in 2021. In esports, that is a very long time. Rosters change every year, and most sponsor deals last a season. This one outlasted a change of owner and made it onto the packaging. So brands ask me the same question. What makes a partnership last, and what does it actually return? Here is what 8 years with Logitech has taught me.
Start with real fit
The best partnerships start with something that is already true. Our players used Logitech G gear long before anyone filmed it. When the brand showed up, nobody had to pretend.
People sometimes ask why a global brand would stick with a team from Vietnam this long. It was never favouritism. In 2018, GAM went more than a year without winning, and the team was changing inside. Logitech G stayed. A year later GAM was back at Worlds. Partners who stay through the bad year are the ones who get to share the good ones.
Grow it in both directions
A good partnership gets wider every year. Ours started with gear in our players' hands. Then it grew into content and launches with the team. In September 2025, Logitech brought Logitech G Play, its yearly gamer celebration, into the GAM office in Ho Chi Minh City.
It grew on my side too. In October 2025, Logitech MX named me one of The Masters for the MX Master 4 launch. In March 2026, we hosted a workshop together for about 80 university students. This September I travelled to Tokyo with the Logitech Asia Pacific team for Logitech G Play, and in October we celebrated it together again in Ho Chi Minh City, with Kiaya and Taki fresh off a bronze for Vietnam at the Asian Games.
Today GAM is one of the teams on Logitech G's PRO Series boxes, next to G2, Gen.G and NAVI, under the line "The choice of pro gamers worldwide". Every time I see our crest on a shelf, I feel proud. It means the brand trusts us to stand next to its name at the moment a customer decides what to buy.
None of that was in a first contract. It came from trust built one project at a time.
Trust is the asset
Here is where it pays off.
In March 2026, Logitech G opened pre-orders in Vietnam for the PRO X2 SUPERSTRIKE, a PRO Series gaming mouse with GAM on the box. It costs about 5 million dong. That is not an easy sell online. Gamers can't feel the click through a screen, and at that price they research for weeks.
Logitech G ran one TikTok Shop livestream with GAM Esports. Our players explained the mouse and used it live. All 100 units sold in 90 minutes, more than one order a minute and a record for Logitech G on TikTok Shop in Vietnam. This October the campaign won Bronze for Live Commerce at the Asia eCommerce Awards 2026.
The reason was simple. Gamers trust pro players more than they trust a product page. That trust was earned over 8 years of our players actually using the gear, on stage and off. You can't rent that for one campaign.
What I'd tell any brand
For me, the biggest takeaway is simple: the return on a partnership compounds. Year one buys you a logo. Year eight buys you a community that believes you.
8 years in, Logitech and GAM are still just getting started. I'm grateful to the whole Logitech family for the trust, and I can't wait to see what we build next across Southeast Asia.
Rise As One. 🇻🇳
