Team Heretics, a leading esports organisation in Spain, has announced Philips OneBlade as a new partner.
This partnership follows a record-breaking stream where Team Heretics content creator TheGrefG shaved his head live on stream in front of 500,000 viewers, according to a release.
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Pablo Canosa, Commercial Director of Team Heretics, spoke on the deal in a release, which has been translated from Spanish to English: “For the Club, the creation of content as a form of entertainment is one of the pillars on which the growth we are having is based. To be able to work with Philips in this alliance will make each of us and the millions of followers that see us be familiar with OneBlade products and the many possibilities they offer.”
Hair removal and grooming companies are fairly active in esports. Gillette is the most notable. The company, part of Proctor & Gamble, has signed deals with EA, ESL, Boston Uprising, TSM, and many more over the past few years. Philips is less active in the space but did sign a deal in January with Swedish organisation GODSENT.
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Luis Suarez, Philips Brand & Communications Manager, commented on the brand’s increasing esports focus which, again, has been translated from Spanish to English: “From Philips we work every day to bring innovation and technology to the service of people, trying to have an important presence in their life. This new agreement with Team Heretics further consolidates our path in the territory of the esports, reaffirming our commitment to this market.”
Esports Insider Says: Grooming companies have a unique opportunity in esports. As streamers stay on-air for hours on end, viewers become accustomed to styles. When changing up a signature style, say a moustache or a head of hair, grooming companies have an opportunity for natural product placement. Based on the success of TheGrefG’s stream, viewers seem interested in watching it too.