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, and two limited-edition MOMO x Logitech G collab 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 and MOMO co-branding 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
• MOMO × 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.