Post Malone has taken an undisclosed equity stake in esports organization Envy Gaming.
The partnership was revealed by the singer via social media on Friday ahead of the Call of Duty League playoffs this weekend.
Malone is from North Texas, where Envy Gaming and its esports teams — including the Dallas Fuel, which competes in the Overwatch League, and the Dallas Empire, competing in the Call of Duty League — are based.
“I grew up in Texas and I’ve been gaming my whole life, so this just really felt right,” said Malone in a statement. “I have always wanted to be a part of bringing gaming into the professional sports world, so to be involved with what Envy is doing in my hometown feels like such a perfect fit.”
“Post Malone is a cultural icon who brings a massive fan following to everything that he does, whether it’s music, entertainment or gaming,” said Adam Rymer, who joined Envy Gaming as CEO in July this year, in a statement.
Rymer added that Malone first connected with the organization via owner Mike Rufail. “They’re both Dallas Cowboys fans. There was this very natural, mutual admiration for gaming, Texas, and the idea of how working together could be a big deal for them.”
Rufail added, “I first met Post at Posty Fest in Arlington last November. We had a very real chat about his love for video games. He’s a genuine gamer who brings a lot of effort and personality into everything he does. I couldn’t be happier to have him invest and build with us.”
Malone is a gamer himself, maintaining a Twitch channel where he has live-streamed PlayerUnknown Battlegrounds in the past. He has also been active on Twitch via the channel for gaming brand HyperX.
Looking to the future of Malone’s involvement with Envy Gaming, Rymer said, “In the short-term, we want him to feel like an owner of the teams and organization, which is what he’s bought into. That means making sure he’s in the loop on the big initiatives Envy has coming up in the next few months. We want to bring his world and our world closer together as time goes on, and figure out the ways that feel right for him and his fans to be involved.”
This article was originally published by The Hollywood Reporter.