GIRLGAMER Esports Festival partners with cosmetic brands

20 February 2020


The GIRLGAMER Esports Festival has unveiled multiple non-endemic personal care brand sponsors for its World Finals in Dubai.

The festival comprises of Counter-Strike: Global Offensive and League of Legends competition and has announced three cosmetics sponsors in the form of Johnson & Johnson’s Carefree, L’Occitane, and Benefit Cosmetics.

Photo credit: GIRLGAMER

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Fernando Pereira, President of Grow uP eSports, commented in a release: “We are thrilled at the reception for GIRLGAMER in the advertising and sponsorship community. Our mission is to promote diversity and inclusivity, which is clearly a message that resonates with fans, players, teams and industry partners. The World Finals in Dubai helps to highlight the incredible gender equality work being done in the region. We have ambitious growth plans for 2020 and beyond as we build out the global GIRLGAMER platform.”

The World Finals, which is being held at the Meydan Grandstand over February 19th-22nd, is the last stage of the GIRLGAMER Esports Festival World Tour – which has held global qualifying stages in South Korea, Spain, Brazil, and Australia.

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The GIRLGAMER Esports Festival World Finals will also feature a business conference that includes talks by established international industry leaders, panel discussions, meet & greets, cosplay competitions, an awards ceremony, and a headline concert from rapper Gucci Mane.

Mary Ndandi, Carefree Brand Manager for Johnson & Johnson MENA, added: “Our brand values of empowering young women to be confident every day, to be ambitious and powerful in feminineness as well as to aspire to freedom in all aspects of life align well with the GIRLGAMER mission that speaks to women empowerment, equality and inclusion. Carefree is thrilled to partner with the 2020 World Finals and we look forward to inspiring a new generation of competitive gamers.”

Esports Insider says: It’s safe to say that Grow uP eSportrs is leaning into the female demographic its aiming for with these new cosmetic sponsors. Whether people agree with the premise of the event or not, it’s clear that some major non-endemic brands are happy to back it.

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