Spanish League of Legends team G2 Arctic has partnered with Head & Shoulders shampoo.
The deal will see G2 Arctic collaborate with the Procter and Gamble brand to create content featuring players.
It is the second commercial sponsorship for G2 Arctic, which was founded in 2019 by Berlin-based G2 Esports and Arctic Gaming. The first sponsorship deal was signed with Nabisco’s Chips Ahoy! snack brand.
G2 Arctic competes in the SuperLiga Orange, alongside teams like MAD Lions, Movistar Riders, and Vodafone Giants.
Commenting on the partnership CEO of G2 Arctic, Luis Garcia, said:
“This agreement represents a further step in our project and what better way to continue growing together than with H&S. At G2 Arctic we are ambitious and as such we need to move forward with the best and with agreements like this we are achieving it.
“H&S is a brand associated worldwide with the world of sports and leader in its category, so this agreement we believe is not only a huge step for us, but also for the esports sector as a whole. I am sure that thanks to H&S we are going to bring great moments to our fans.”
While Marketing Director of H&S in Spain, Fátima Collarte, added:
“At H&S we have been a brand associated with sports for years, for us it is a natural step to enter the fascinating world of esports. We are very excited about this agreement and we are looking forward to entering this sector, and what better way than to do it with the help of a great team like G2 Arctic.”
AYO.NEWS says:
This is quite an interesting deal – Head & Shoulders was long the world’s most popular shampoo, thanks in large part due to massive global marketing, but over the past few years it has fallen out of favour. P&G are obviously now trying to reconnect with younger generations, and esports seems like a great way to do it. This could be the beginning of a major new push for H&S.
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