Hot Toys, the high-end collectibles maker, is becoming an official sponsor of the Fortnite Global Championship 2026, marking the toy company’s latest expansion into competitive gaming sponsorships.
Competitive entertainment company Blast announced Hot Toys’ Fortnite Global Championship sponsorship last week, naming the toy brand as the exclusive sponsor in the physical collectibles category for the tournament, which runs between September 26-27 at the Lotto Arena in Antwerp, Belgium. The event will be the first Fortnite Global Championship held in Antwerp, bringing in players from across the world to compete for a $2 million prize pool.
The Hot Toys Fortnite sponsorship will bring the brand into the Fortnite Global Championship through broadcast integrations, in-arena branding, and a social content series called “Legendary Drop” that will showcase the company’s products. Hot Toys will also get a dedicated stand at the Antwerp arena, and select Hot Toys items will be sold through the official FNCS online and event stores during the championship.
James Brown, commercial director at Blast, said in a written interview with GamesBeat that his company’s deal with Hot Toys gave Hot Toys direct rights tied to the Fortnite Global Championship, rather than a general brand association with Fortnite. Hot Toys will appear in daily broadcast segments highlighting standout plays from the tournament, each paired with a featured collectible, according to a press release. The partnership will extend across Fortnite Competitive’s digital channels and the event’s Twitch broadcast.
“Working with Fortnite Competitive adds another dimension, giving the brand rights and opportunities connected directly to the Fortnite Global Championship,” Brown said. “Through the broadcast, arena presence, digital content and retail activations, Hot Toys can showcase its products within the competitive experience and engage fans at one of the biggest moments in the Fortnite Competitive calendar.”
Franck Dubois, CEO of Hot Toys Japan, said in the press release that he plays Fortnite daily and attended last year’s FNCS Lyon Finals as a fan.
The Hot Toys deal lands as Blast continues to lean on sponsorships and brand partnerships as a core part of its business. The Denmark-based company, which runs tournaments for titles including Counter-Strike 2, Rocket League and Fortnite, generated $133 million in revenue last year, a 40% year-over-year increase, according to figures shared by a company spokesperson.
Blast chief business officer Leo Matlock told GamesBeat in July that the company has nearly doubled its overall revenue since it first announced profitability for the 2023 fiscal year. Beyond gaming-specific advertisers, Blast has built out a roster of brand and destination sponsors, including Michelin, Progressive, Polymarket, and destination marketing partners like Visit Austin, Meet Boston, and Visit Raleigh.
That expansion comes after a stretch of industry-wide belt-tightening. In 2023 and 2024, the esports industry went through what’s been called an “esports winter,” as brands and investors pulled back spending in favor of other areas of gaming, media, and entertainment. Blast has positioned its recent growth as evidence the sector is recovering, partly by looking outside traditional esports sponsors and toward partners like Wimbledon and, now, licensed collectibles makers.
The Hot Toys partnership is the latest example of Blast’s strategy of pairing its tournaments with consumer brands looking for ways to reach younger, engaged audiences. Further details on the Hot Toys collectibles and the Antwerp fan experience are expected to be announced closer to the event. Brown said the Hot Toys deal reflects a broader shift in how brands approach esports.
“This partnership shows how esports is increasingly becoming a platform for brands to connect with gaming communities in more meaningful ways,” he said. “It is no longer just about visibility during a broadcast. Brands want to become part of the wider fan experience through content, live events and products that give audiences something tangible. Hot Toys is a strong example of how the worlds of gaming, entertainment and consumer products are continuing to come together.”