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European esports organisation Fnatic has announced a partnership with beauty and personal care brand L’Oréal Men Expert.
As a result of the deal, both entities will develop content and product activations centred around the newly created #PrepToPlay tagline. L’Oréal Men Expert’s logo will be featured on the back of Fnatic’s team jerseys.
Image credit: Fnatic
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According to the release, the #PrepToPlay initiative is focused on levelling up a player’s performance in-game ‘by preparing out of it’.
Alongside the co-branded content, L’Oréal Men Expert will also sponsor ‘The Rhobalas Show’, an online web series hosted by League of Legends content creator Valentin ‘Rhobalas’ Ancelin. In addition, the personal care brand will be integrated into the organisation’s pre-game social media content.
Fnatic CEO Sam Mathews commented: “Our players know that to be the best in-game we have to prepare the best outside of it and it’s those daily self-care rituals that give us the confidence to play better. We can’t think of a better brand to partner with than L’Oréal Men Expert to demonstrate our commitment to support our players across all areas of their game.”
The partnership will also see L’Oréal Men Expert’s Hydra Energetic and Carbon Protect product ranges be made available for Fnatic’s players, coaching staff and talent.
The personal care brand joins Fnatic’s ever-growing commercial portfolio, which includes the likes of Crypto.com, Andaseat, Monster Energy and ASOS.
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L’Oréal Men Expert Global Marketing Director, Christine Nguyen, added: “As the gaming industry continues to boom, we’re very excited about L’Oréal Men Expert’s partnership with Fnatic. Tapping into this new world is an exciting way for the brand to democratise the best of skin and body care, and to introduce L’Oréal Men Expert to Gen Z and millennial gamers.
“This partnership will empower men to experience the strength that comes from prioritising self-care, instilling them with the confidence to look, feel, and play better. Because you’re all worth it!”
Esports Insider says: Fnatic is starting 2022 off with a significant partnership. Not only will L’Oréal Men Expert reportedly be Fnatic’s sole back of shirt sponsor, but the deal includes a variety of content activations centred around a new initiative. It’ll be interesting to see what the brand’s tone for these activations will be, with a lot of esports organisations recently creating engaging sponsored content.