Although Sapphire like I said is the Global Distributor for FirePro (who know where Vega Founders Edition fits with distribution), the Reference design partner, and one of the senior partners for custom embedded solutions and is involved in some solutions between AMD and other 3rd parties in this segment.They cannot control pricing for their partners, but they provide or withhold incentives for them to work hard in order to match a desired price point at least for a certain period of time.
I guess there are always deals going on beneath the surface regardless whether they are called Tier 0, GitG, GPP or don't have a name at all. While generally not being desireable for the consumer, some do have their benefits like low launch prices, quality control wrt to fan noise and generally sufficient board design to provide enough and stable power to the GPU.
Sapphire basically IS a gaming brand for AMD already (as much as Zotac is for Nvidia, just look up their parent company). From the other mixed AIBs, at least Asus already has a strong gaming brand (ROG) and could continue to sell AMD cards under their own name. Gigabyte is working towards this as well with Aorus, only MSI is lacking in this regard with only different branches like Gaming, Lightning etc.
It is more than just a gaming brand for AMD but yeah it is the perceived one for gamers due to the heavy marketing and launch availability (such as at OverclockersUK).
For Nvidia I would had thought EVGA would had been more of a perceived brand than Zotac.
That said only two companies for Nvidia could develop and of sorts release (at least able to get hold of these signed drivers but not through broader-general channels) custom driver for Pascal that went well above the 1.1V; Galax and Asus and only designed for their very top tier model - I have seen the downloads for these in the past.
As you say there is always some kind of tiering going but for now it is not well structured to be universal, not saying it would apply to drivers but is an example of current relationships with Nvidia in specific areas, which would also apply to AMD beyond Sapphire.
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