Gfinity brings Lynx on board as sponsor of Elite Series

Gfinity has brought a mainstream brand on board as a sponsor of its Elite Series, this time it’s Lynx – the shower gel and deodorant brand.

The company will receive exposure from Gfinity’s streams and social media, and will be integrated into ancillary content such as the spin-off show Game-On FIFA 18, hosted by Adebayo Akinfenwa.

Gfinity Elite Series Lynx

As part of the partnership between the two companies, Lynx will have the ability to promote its products through Gfinity’s numerous platforms until May 14th. The Elite Series already counts Facebook, Turtle Beach, and Noah Media Group among its partners.

Mark Brittain, CCO, Gfinity said the following in a statement: “We believe the Gfinity Elite Series offers an incredible opportunity for brands to engage with male gamers and we look forward to integrating Lynx into the remainder of our season three content. The inclusion of the ‘You Gold Challenge’ in GAME-ON will enable Lynx to create content that goes beyond traditional advertising.”

Jamie Brooks, Brand Manager, Lynx also commented: “We see Gfinity as a perfect partner to help us to communicate authentically with a gaming passion point that is so key for our target audience. The partnership enables us to integrate our #YouGold campaign into Gfinity content.”

Esports Insider says: Adding a sponsor when the Elite Series is well underway is a surprising move by Gfinity, but it’s an important one too as Lynx becomes another non-endemic brand in the world of esports. Hopefully it finds the industry a welcoming and profitable space in which it would like to expand into, as more mainstream brands in esports can only be a good thing.