Australian esports organisation The Chiefs Esports Club has renewed its partnership with global skincare brand L’Oréal Paris Men Expert.
As a result, the brand will remain a major partner of the organisation for the remainder of 2022.
The renewal marks the third year of L’Oréal Paris Men Expert partnering with The Chiefs after the organisation entered a deal with the brand back in July 2020. Over the past three years, the two parties have collaborated on a range of activations including an invitational VALORANT tournament.
Following the renewal, the brand and organisation will continue collaborating on a range of activations that include L’Oréal Paris Men Expert-branded tournaments and opportunities for fans to play with The Chiefs’ roster of content creators. In recent years, The Chiefs has consolidated its position as one of Australia’s largest esports organisations. In August, the organisation secured deals with McDonald’s Australia and shopping centre company Westfield.
L’Oréal Paris Men Expert is no stranger to esports. In addition to partnering with The Chiefs, it teamed up with Fnatic in a deal that included a social media campaign and jersey sponsorship.
Nick Bobir, CEO of The Chiefs, spoke on the partnership: “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 be continuing our partnership with such a prestigious brand and look forward to producing even more energised content this year..”