Fragrance brand Paco Rabanne has been announced as the broadcast partner for the second season of Dota 2’s EPIC League.
The deal will see ‘large-scale integration’ of Paco Rabanne’s Invictus brand be implemented throughout the tournament.
Paco Rabanne becomes the seventh partner of EPIC League, joining Chinese firm Haval, American audio brand JBL, MegaFon, EGB, and online bookmaker Parimatch. The advertising campaign between the two parties was created by Starcom Media Agency along with ESforce Holding.
Polina Protsevskaya, Senior Digital Manager at Starcom Media Agency, spoke on the deal: “Bearing in mind the Paco Rabanne strategic goals and the global benchmarks, we have found an innovative approach to expanding the Invictus brand positioning.
“The spirit of competition is in the brand’s DNA, but the perfume category has been poorly represented in esports until today. This is why the brand entered this territory and immediately became a partner of the largest esports tournament of the current Dota 2 season — EPIC League”
The final part of EPIC League Season 2 is currently underway. Eight European and CIS teams are competing for a chance to be crowned the season champion along with claiming a total of $50,000 (£37,255) in prize money.
This is the first time since 2017 that Paco Rabanne has entered the esports industry. The fashion house first made its debut by joining forces with French organisation Against All Authority
Sergey Barkudaryan, Commercial Director at ESforce Holding, also commented on the partnership: “One of the esports industry dynamic growth indicators is the interest of the largest companies from completely different areas. We thank Paco Rabanne for their trust in implementing this landmark collaboration and are happy to help such a vivid brand communicate with the esports audience”.
Esports Insider says: As one of the most recognisable fashion brands in the world, Paco Rabanne entering esports as a partner for one of the largest Dota 2 events of the year is a good way of getting eyeballs on the brand.