Spanish League of Legends team G2 Arctic has welcomed Procter and Gamble shampoo brand Head & Shoulders as its latest sponsor.
The deal will see the two parties activate through collaborative content featuring the brand’s players.
Founded in 2019 by Berlin-based organisation G2 Esports, in partnership with Arctic Gaming, Head & Shoulders is the second sponsor of the team, joining Nabisco brand Chips Ahoy!
Luis Garcia, CEO of G2 Arctic, discussed the deal in a release: “This agreement represents a further step in our project and what better way to continue growing together than with H&S. At G2 Arctic we are ambitious and as such we need to move forward with the best and with agreements like this we are achieving it.
“H&S is a brand associated worldwide with the world of sports and leader in its category, so this agreement we believe is not only a huge step for us, but also for the esports sector as a whole. I am sure that thanks to H&S we are going to bring great moments to our fans.”
G2 Arctic participates in the SuperLiga Orange – organised by Liga de Videojuegos Profesional (LVP) – alongside the likes of Movistar Riders, Vodafone Giants, and MAD Lions.
Fátima Collarte, Marketing Director of H&S in Spain, added: “At H&S we have been a brand associated with sports for years, for us it is a natural step to enter the fascinating world of esports. We are very excited about this agreement and we are looking forward to entering this sector, and what better way than to do it with the help of a great team like G2 Arctic.”
Esports Insider says: The Spanish League of Legends audience is undoubtedly passionate so getting involved with G2 Arctic is a seemingly solid move by Head & Shoulders. We’re intrigued to see how the content is executed given the lighthearted nature of G2 Esports and its Arctic sub-brand.