Anyone catch 60 Minutes last night? They profiled Fatal1ty, some guy that has become a "professional" video gamer and has won $350K over the last 3 years.
Fatal1ty has or had a marketing deal with Abit Motherboards. For a while (don't know if this is still the case), they had an extremely high end motherboard called the Fatal1ty, and you guessed it, was the mobo he used in his PC. Looking at his website would suggest this is no longer the case, but he does have a marketing deal with Zalman Coolers.
EDIT: Searching Abit's website shows that their newest highend mobo is end a "Fatal1ty" mobo. Pretty damn powerful too.