STRATEGIC PARTNERSHIP

Matt Field x Logitech G – Bridging Sim and Real Drift Culture

CHALLENGE

A product built for the drift community—without direct ties to it.

Logitech G was entering a new gear. With the launch of its RS Ecosystem—featuring the RS Handbrake, RS Shifter, RS QR Adapter, RS Round and Track Wheels…the brand had the hardware to meet serious sim racers where they played.

But there was a gap.

The world of sim drifting, especially within Assetto Corsa, isn’t just a gaming niche—it’s a culture. One that speaks a different language, celebrates different heroes, and demands authenticity at every turn. Logitech G had the gear. What it needed was credibility.

TRANSFORMATION

Cultural Credibility
Cross-Platform Activation
Athlete Integration

STORY

To bring Logitech G into the drift world with real legitimacy, I brokered a partnership that blurred the line between sim and real: Matt Field × Logitech G.

Matt Field is more than just a top-tier Formula Drift driver. He’s a grassroots icon, a builder, a sim enthusiast, and someone who’s as respected in Discord as he is in the paddock. He didn’t just represent the scene—he was the scene.

This wasn’t a one-off influencer play or a logo slap on a car. This was full immersion.

Under my leadership, the partnership spanned across:

• Product Showcases: Custom-built drift sim rigs featuring the RS ecosystem, highlighted in content, giveaways, and at-event activations.

• Race Program Integration: Logitech G embedded into Matt’s Formula D Corvette builds, race suits, and garage environments.

• Content & Community Collisions: Cross-channel storytelling that tied the product to real-world drifting moments, sim competitions, and fan interactions.

• Giveaways & Grassroots Touchpoints: Steering wheels and handbrake bundles offered to fans across both the drift and sim racing communities.

What made it work?
We didn’t treat sim drifting like a side quest.
We gave it the same respect and production value as a national motorsport program.

The result was a partnership that didn’t just advertise to a new audience—it activated TWO. The cross pollination and brand exposure within the real and sim drift communities was instantaneous.

IMPACT

• Logitech G’s RS ecosystem found a home within both the real-life drift community and drift sim scene (such as Assetto Corsa), with real engagement—not just impressions
• Expanded brand visibility across both real and virtual drift paddocks through Matt’s national and grassroots influence
• Logitech G wheels positioned as not just sim gear, but race-grade collector pieces embedded in drift & race culture
• Partnership recognized by fans as one of the most authentic in recent drift memory
• Opened the door for deeper crossover between sim racing brands and motorsport athletes—with Matt as the proof of concept

TAKEAWAY

You can’t just show up in a culture.
You have to be in it.

This wasn’t about putting a logo on a car. It was about putting Logitech G inside the drift world—in a way that mattered.

From paddocks to PCs, we made one thing clear:
Real drivers drift. Sim racers drift. Now they drift together.