French esports organisation Team Vitality has announced a partnership with cosmetics brand Garnier Fructis.
Garnier Fructis has become the official haircare supplier of the organisation. The two-year deal will see both parties collaborate on a range of activations including fan experiences and social media promotions.
This isn’t the first time Team Vitality has collaborated with Garnier. In 2021, the two parties launched the ‘V for Veuch’ activation where players and content creators participated in a campaign to promote its products.
Alongside the activations, the Garnier Fructis logo will appear across Team Vitality’s esports teams through digital assets and content. This includes its VALORANT, CS:GO, and League of Legends rosters.
Garnier Fructis becomes the sixth supplier of Team Vitality, joining the likes of controller manufacturer SCUF, electronics manufacturer Samsung and French banking group Crédit Agricole.
Nicolas Mauerer, CEO of Team Vitality, spoke on the deal: “At Team Vitality we are always looking at ways to reach new audiences so it’s an honour to be recognised in the beauty and grooming space as Garnier Fructis’ first esports team partnership.
“It’s a true reflection on what we have built at Team Vitality that we are able to forge long-term partners in such an authentic and creative way.”
2022 has been a busy year for the organisation so far. In the past six months, it has secured a multi-year partnership with blockchain network Tezos as well as a collaboration with global sportswear brand Adidas. The latter deal saw Team Vitality launch a semi-professional League of Legends team.
In addition, the organisation secured a €50m talent investment from esports venture fund Rewired.gg. The funding is to develop ‘European super teams’ over the next three years.