Aussie organisation Chiefs Esports Club has partnered with global skincare brand L’Oréal Paris Men Expert.

The deal makes the brand a major partner for the rest of 2020, and will cover activations including giveaways, special tournaments involving Chiefs Esports Club players, and likely content too. 

Discussing the partnership CEO of Chiefs Esports Club, Nick Bobir, said:

“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 introduce such a prestigious brand to the industry and can’t wait to see the benefit for all our fans.”

While Marketing Director for L’Oréal Paris Australia, Raagjeet Garg, added:

“We are extremely excited to be partnering with The Chiefs in 2020 and introducing many of their fans to L’Oréal Paris Men Expert, a portfolio of skincare products designed to deliver an instant energy boost and set men up for success. Joining forces with The Chiefs is a testimony of building brands together & providing value for our fans and consumers.”

Chiefs Esports Club also has commercial partnerships in place with AOC, Bond University, HyperX, Marvel, Menulog, Mwave Australia, and Red Bull. 

Beard ✅
Mullet ✅
Cripsy skin care routine… SORTED 💆‍♂️

Cheers for looking out for me @lorealmenexpert @LOrealAustralia 👏 pic.twitter.com/HaG8hbXFqA

— James | CripsyTV 🇦🇺 (@CripsyAU) July 6, 2020

AYO.NEWS says:

Skincare isn’t exactly the first thing that springs to mind when it comes to esports teams, but L’Oreal Men Expert is no stranger to the sector, having previously sponsored China’s top League of Legends competition, the LPL – so it seems to be yet another brand that’s finding value in esports. 

‘AYO.NEWS says’ features the opinion of the author and does not necessarily reflect the views of Pentagon Digital Limited or its affiliates or associates. 

All original content featured on this site is © Pentagon Digital Limited, 2020

Finnish esports organisation ENCE has extended its partnership with Swedish telecoms company Telia. 

The partnership, which dates back to 2017, has now been extended through 2022. Telia is also partnered with the Northern League of Legends Championship (NLC), which ENCE has entered. ENCE also competes in Counter-Strike: Global Offensive, PlayerUnknown’s Battlegrounds, StarCraft II. 

Commenting on the collaboration, CEO of ENCE, Mika Kuusisto, said:

“Telia is one of the most long standing partners of ENCE, who have had a significant role in molding a Finnish success story towards global heights, but also bringing gaming culture in Finland forward in huge leaps. Signing a two-year continuation is a great milestone, which helps grow ENCE today and tomorrow in an always evolving esports industry.”

While Commercial Manager for Esports at Telia, Niklas Segercrantz, added:

“We at Telia have wanted to be a part of building the Finnish competitive gaming culture from the very beginning and to enable Finland’s best in “Rise to the top” spirit. It has been our pleasure to follow ENCE’s rise ever since the beginning of our partnership. Continuing together felt natural, we feel that together we can bring gaming to an even wider audience.”

ENCE also has commercial partnerships in place with ASUS, Bitfactor, Jimm’s, Logitech G, NitroCasino, noblechairs, and Red Bull. 

AYO.NEWS says:

It’s hardly the most surprising news, but it’s always great to see partnerships extended like this, and speaks volumes about its success so far. 

Staying with Telia, last week the company’s Esports Series tournament platform was confirmed as organiser of eFutisliiga – the new official efootball league from Veikkausligga. 

‘AYO.NEWS says’ features the opinion of the author and does not necessarily reflect the views of Pentagon Digital Limited or its affiliates or associates. 

All original content featured on this site is © Pentagon Digital Limited, 2020

UK Federal Credit Union has entered a 13-year naming rights deal with the University of Kentucky, covering its under-construction esports complex. 

The partnership, which was facilitated by JMI Sports, will see the venue named the “UK Federal Credit Union Esports Lounge and Theater.” JMI Sports will also control the media rights included in the partnership deal. 

Discussing the deal President and CEO of the UKFCU, David Kennedy, said:

“We are very excited to be the official sponsor of the Esports Lounge at the University of Kentucky. The investment our credit union is making in UK’s new esports program represents our commitment to innovate and cultivate new technologies and ideas for a large group of students.

“While typical sports teams are limited to a smaller population of the student body, we view esports as an opportunity for all students to participate. UKFCU is proud to have served the UK community for 83 years and we are excited to grow our relationship for the next generation.”

The University’s esports facilities are located in ‘The Cornerstone.’ Currently under redevelopment, the complex will feature 900 parking spaces and a 23,000 sq ft ground floor featuring retail space, dining area, 100-seat theatre, innovation center, and the esports centre. It is slated to be completed in Autumn 2020. 

Since October 2019, the University of Kentucky has also been collaborating with Gen.G Esports, again facilitated through JMI Sports. 

AYO.NEWS says:

We’re seeing educational institutions across America starting to invest heavily in esports facilities, which makes a lot of sense considering the importance of collegiate sports in the US – in commercial and social terms. Of course, having world-class esports and gaming facilities also enables universities to offer a range of cutting-edge courses, which are in increasing demand.

‘AYO.NEWS says’ features the opinion of the author and does not necessarily reflect the views of Pentagon Digital Limited or its affiliates or associates. 

All original content featured on this site is © Pentagon Digital Limited, 2020

Finland is the latest nation to get an official top-tier efootball league, with the launch of eFutisliiga. 

Launched by Veikkausliiga, the top division of Finnish professional football, in partnership with PlayStation, eFutisliiga will be organised by local esports tournament platform Telia Esports Series. The action is scheduled to kick off in autumn 2020. 

Discussing the new league Commercial Development Director at Veikkausliiga, Ville-Mikko Korkka, said:

“What we learned during the pandemic is that not even established sport leagues like us can take their future for granted and there is always room to grow and innovate. For long we have followed the development of esports around the world as bystanders but not anymore. We could not be more excited about claiming this new territory.”

While General Manager of Nordic PlayStation, Suman Rath, added:

“PlayStation has been supporting Finnish amateur and semi-professional gaming tournaments for years, but with Telia and Veikkausliiga we can take a new step towards consolidating e-sports in Finland and PlayStation’s position at the heart of competitive gaming.”

AYO.NEWS says:

The COVID-19 crisis really has been a wakeup call for traditional sports leagues around the world. From football and NASCAR, to professional tennis and golf, over the past few months we’ve seen an avalanche of new simulation sports competitions launched. 

Only yesterday we reported the Malaysian Football League had launched a new esports league, the eMFL, in partnership with EA SPORTS. 

‘AYO.NEWS says’ features the opinion of the author and does not necessarily reflect the views of Pentagon Digital Limited or its affiliates or associates.

All original content featured on this site is © Pentagon Digital Limited, 2020

Chinese car marque Haval has entered esports through a sponsorship deal with Russian organisation Virtus.pro. 

The Great Wall Motors-owned marque is now the exclusive automotive sponsor of Virtus.pro, with the partnership focused on the organisation’s Dota 2 roster. 

At the time of writing further details of the agreement, such as activations, financial or duration, had not been disclosed. 

Discussing the partnership CEO of Haval Motor in Russia, Jerome Saigot, said:

“Haval brand is founded on state-of-the-art technologies. As devotion to innovation spans across all our ventures, we are excited to announce the beginning of our partnership with such a renowned esports collective like Virtus.pro.

“We share the same ideas when it comes to self-improvement and love of discovery. We hope to see memorable tournaments ahead – and, of course, well-deserved victories.”

While General Manager of Virtus.pro, Sergey Glamazda, added:

“Esports fans are the youth who value cutting-edge tech and high emotions, and as such, there’s no doubt Haval will easily create a link with the gaming community. 

“Our club, Virtus.pro, is beloved by the Russian community and respected in China, which makes this partnership a logical step towards mutual benefit. We are happy to see Virtus.pro be the first pick for the global automobile brand Haval’s esports debut!”

Virtus.pro also has commercial partnerships in place with Fragstore, HyperX, and Parimatch. 

AYO.NEWS says:

Great Wall Motors has been struggling to expand its global presence for some years, and is now going to be battling growing COVID-19 related anti-Chinese sentiment among some groups, so connecting with a younger, more open-minded demographic through esports seems like a very smart mov.! 

‘AYO.NEWS says’ features the opinion of the author and does not necessarily reflect the views of Pentagon Digital Limited or its affiliates or associates. 

All original content featured on this site is © Pentagon Digital Limited, 2020

Esports tournament organiser DreamHack has renewed its partnership with Swedish recycling brand Pantamera for 2020. 

In addition to a Pantamera presence at DreamHack Winter this December, the recycling brand will also collaborate with DreamHack for a new talk show, produced at the DreamHack Studio in Stockholm, and featuring Samuel “SampeV2” Stronegger and Yacine Laghmari.

Regarding the renewal, Strategic Marketing Manager for Pantamera, Rickard Andersson, said:

“Pantamera is thrilled to renew the partnership with DreamHack. With this new format, we hope to bring even more value to all gamers while simultaneously reminding about the importance of recycling.”

Pantamera is a brand of Returpack, a privately owned company providing can and PET bottle recycling in Sweden. Its involvement with DreamHack dates back to 2016, and last year the partnership raised more than 534K SEK in a charity fundraising drive for Musikhjälpen.

AYO.NEWS says:

It might be a slightly unusual partnership for the world of esports, but it’s obviously working for both parties, and heck, recycling is definitely something we should all be doing more of (especially considering gamers tend to produce a lot of trash, in terms of drinks cans and bottles) so it’s a win-win. 

Yesterday we reported that Mastercard has been confirmed as official payment partner of DreamHack’s new Northern League of Legends Championship (NLC) for the 2020 season.

‘AYO.NEWS says’ features the opinion of the author and does not necessarily reflect the views of Pentagon Digital Limited or its affiliates or associates. 

All original content featured on this site is © Pentagon Digital Limited, 2020