Australian esports organisation Gravitas has announced pet food brand Scratch as its official pet partner for the 2021 season.
As part of the deal, Gravitas will launch the Gravitas Scratch Dog Jersey, an activation that allows fans to submit dog photos that could potentially be included on the team’s jersey.
Gravitas players will wear the jerseys featuring chosen fan dog pets on a selected League of Legends Circuit Oceania (LCO) broadcast day during Split 2.
Sean Callanan, Gravitas Owner, spoke on the partnership in a release: “I’m really excited to work with Mike and the Scratch team. They are building a great business disrupting the pet food industry. I know esports fans love their pets. I know we are going to see some great dogs on the Gravitas Scratch Dog Jersey.”
By entering the activation, fans will also get a chance to win various prizes such as two Gravitas Scratch Dog Jerseys, a $100 (~£72.33) Scratch voucher, a spot at the LCO watch party with Gravitas coaches Joseph Tselios and Kim Nicholls, and an opportunity to play 1v1 match with a Gravitas player of choice.
Moreover, those fans who enter the activation will be able to purchase the Gravitas Scratch Dog Jersey featuring their own pet dog, which comes with a $25 (~£18) pet food voucher.
Mike Halligan, Scratch Co-founder, commented: “We didn’t plan to partner with an esports team, but the Gravitas Scratch Dog Jersey is going to be really fun, and we’ll take any excuse to bring dogs into things we love. Ready to see a lot of fur fans join Gravitas!”
Scratch is an Australian pet food manufacturer looking to ‘fix the pet food business’. According to the release, the brand produces sustainably and locally sourced meat in fully recyclable packaging.
Esports Insider says: This is a unique and unexpected partnership by Gravitas, which might potentially help the organisation by bolstering its community engagement. The popularity of pets among all sorts of communities — esports included — is undeniable, therefore this activation will be presumably adored by many Gravitas dog-owner fans.