Australian organisation Chiefs Esports Club has welcomed global skincare brand L’Oréal Paris Men Expert as a major partner for the remainder of 2020.
The deal will see L’Oréal Paris Men Expert provide its men’s grooming products to the organisation’s players.
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The partnership will be activated through giveaways and “special events” such as tournaments involving Chiefs Esports Club’s players. A tweet from the organisation suggests content will also be a component.
Nick Bobir, CEO of Chiefs Esports Club, spoke on the deal in a release: “We’ve all had late night gaming sessions and sacrificed how we feel the next morning to get one more game in. L’Oréal Paris Men Expert is a perfect fit for gaming and esports culture to keep us going and feeling fresh. We’re excited to introduce such a prestigious brand to the industry and can’t wait to see the benefit for all our fans.”
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This deal isn’t L’Oreal Men Expert’s first involvement in esports, having previously sponsored China’s premier competition for League of Legends, the LPL. Chiefs Esports Club, on the other hand, is also partnered with Marvel, HyperX, Menulog, Bond University, Red Bull, AOC, and Mwave Australia.
Raagjeet Garg, Marketing Director for L’Oréal Paris Australia, also commented: “We are extremely excited to be partnering with The Chiefs in 2020 and introducing many of their fans to L’Oréal Paris Men Expert, a portfolio of skincare products designed to deliver an instant energy boost and set men up for success. Joining forces with The Chiefs is a testimony of building brands together & providing value for our fans and consumers.”
Esports Insider says: With so many male fans in esports, it makes total sense for skincare and grooming brands to invest and partner with teams and tournaments. We’re intrigued to see the content that comes out of the partnership, as that’ll likely be the key to selling the brand well (or perhaps otherwise).