Lavazza enters esports with Fnatic partnership

Italian coffee product manufacturer Lavazza has entered into the world of esports by joining forces with London-based organisation Fnatic.

As a result of the partnership, both parties have collaborated to launch the ‘Icons of Italy‘ campaign. 

Fnatic x Lavazza
Credit: Fnatic

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The activation will see a co-branded map added to popular free-to-play battle royale game Fortnite. The map includes the Lavazza headquarters based in Turin and a number of references to Italian cultural heritage including the Colosseum.

Carlo Colpo, Group Marketing Communication Director and Brand Home Director at Lavazza, spoke on the partnership in a release: “We are delighted to announce this collaboration with Fnatic because it represents an important debut for Lavazza in a sector that is experiencing considerable growth, and we could not have hoped for a better partner. 

“Esports and gaming is an interesting, challenging world, perfectly in line with the brand’s desire to relate to young people through tools and languages that are more appropriate to them”.

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Lavazza joins Parimatch, BMW, LeTou, OnePlus, PCSpecialist, Gucci, AMD, and energy drink brand Monster Energy as a partner of the organisation. The player that completes the map in the fastest time will win a meet and greet with Fnatic Fortnite player Giorgio “POW3R” Calandrelli.

Craig Santicchia, Partner Development Director at Fnatic, added: “This partnership is a taste of what’s to come from our two brands as we continue pushing boundaries and activating inside the most relevant platforms for Gen Z. Helping Lavazza enter the industry in a fun, disruptive way via these digital experiences shows that the only limitation is our imagination.”

Esports Insider says: Seeing new non-endemic brands enter the industry amid a global pandemic is certainly a positive. Lavazza selecting Fnatic as a partner is also a solid choice given its track record of bringing in new brands into the industry.

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