# Gaming Chair Event Sponsorships AutoFull Full-Event Seating Support at IEM Cologne Major By Kalin Ned | Published 2026-06-23 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/iem-cologne-major References: [prnewswire](https://www.prnewswire.com/news-releases/autofull-powers-iem-cologne-major-2026-with-world-first-massage-gaming-chairs-featuring-cooling--heating-seat-302807622.html)  AutoFull, the [official gaming chair partner](https://www.trendhunter.com/trends/fnatic-2) for the ESL Pro Tour 2026–2027, provided full-event seating support at the IEM Cologne Major 2026. As part of this venture, the brand equipped professional players with its latest flagship models — the M6 Ultra+ 2.0 Shiatsu Massage Gaming Chair and the M6 Ultra 2.0 Ergonomic Gaming Chair — which are distinguished as the world's first massage gaming chairs to feature [integrated cooling and heating seat functionality](https://www.trendhunter.com/trends/project-arielle). The M6 Ultra+ 2.0 incorporates a professional-grade 3D Shiatsu massage system for both the back and legs, a climate-controlled cushion with dual-fan ventilation and graphene heating elements, adaptive dynamic lumbar tracking, 720-degree mechanical armrests, and a [160-degree recline](https://www.trendhunter.com/trends/asus-rog-courser) paired with an extendable footrest. The M6 Ultra 2.0 offers similar amenities, including an integrated ventilation, heating, and massage system, six-way adaptive lumbar support that follows the spine's natural curvature, a 3D ErgoCloud neck pillow, multi-directional armrests, and a recline range from 90 to 160 degrees. Image Credit: AutoFull ## Trend Insights (Trend Hunter) - Score: 7.5/10 - Popularity: 72% | Activity: 71% | Freshness: 82% - Audience gender: 70% men, 30% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### What's Driving This Trend - **Climate-controlled Gaming Furniture:** Integrated cooling, heating, massage, and adaptive support in gaming chairs signals a shift toward performance seating that blends wellness technology with competitive play environments. - **Full-event Equipment Sponsorships:** Tournament-wide seating partnerships create new visibility for hardware brands by turning essential event infrastructure into a premium product demonstration platform. - **Recovery-focused Esports Gear:** Advanced ergonomic features such as Shiatsu massage, dynamic lumbar tracking, and reclining footrests reflect growing demand for gaming products that address fatigue during extended competition. ### Who This Affects Most - **Esports:** Professional tournaments are becoming testbeds for high-performance comfort technologies that may influence player preparation, endurance, and venue standards. - **Gaming Accessories:** Premium chairs with embedded wellness systems expand the category beyond aesthetics and ergonomics into smart, therapeutic hardware for serious gamers. - **Event Sponsorship:** Functional sponsorship assets like branded seating introduce deeper product integration opportunities than traditional signage or broadcast placements. ## Related on Trend Hunter - [Immersive Haptic Gaming Chairs](https://www.trendhunter.com/trends/razer-project-madison.md) - [Adaptive Ergonomic Office Chairs](https://www.trendhunter.com/trends/s9-pro.md) - [Zero-Gravity Workstations](https://www.trendhunter.com/trends/emperor-s2.md) - [Comfort-Driven eSports Furniture](https://www.trendhunter.com/trends/gaming-desk-and-chair.md) - [Elasticized Support Office Chairs](https://www.trendhunter.com/trends/hbada-e3-pro-2026.md) - [Ergonomic eSports Gamer Chairs](https://www.trendhunter.com/trends/razer-iskur-v2-x.md) - [AI-Driven Lumbar Support Chairs](https://www.trendhunter.com/trends/x7-smart-ergonomic-chair.md) - [User-Centered Ergonomic Gaming Chairs](https://www.trendhunter.com/trends/ergonomic-gaming-furniture.md) - [Premium Gaming Chair Designs](https://www.trendhunter.com/trends/premium-gaming-chair.md)