French esports organisation Staff Vitality has introduced a partnership with cosmetics model Garnier Fructis.
Garnier Fructis has turn out to be the official haircare provider of the organisation. The 2-year deal will see each events collaborate on a spread of activations together with fan experiences and social media promotions.
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This isn’t the primary time Staff Vitality has collaborated with Garnier. In 2021, the 2 events launched the ‘V for Veuch’ activation the place gamers and content material creators participated in a marketing campaign to advertise its merchandise.
Alongside the activations, the Garnier Fructis emblem will seem throughout Staff Vitality’s esports groups via digital belongings and content material. This consists of its VALORANT, CS:GO, and League of Legends rosters.
Garnier Fructis turns into the sixth provider of Staff Vitality, becoming a member of the likes of controller producer SCUF, electronics producer Samsung and French banking group Crédit Agricole.
Nicolas Mauerer, CEO of Staff Vitality, spoke on the deal: “At Staff Vitality we’re all the time taking a look at methods to succeed in new audiences so it’s an honour to be recognised within the magnificence and grooming area as Garnier Fructis’ first esports staff partnership.
“It’s a real reflection on what we now have constructed at Staff Vitality that we’re in a position to forge long-term companions in such an genuine and artistic means.”
2022 has been a busy yr for the organisation thus far. Up to now six months, it has secured a multi-year partnership with blockchain community Tezos in addition to a collaboration with international sportswear model Adidas. The latter deal noticed Staff Vitality launch a semi-professional League of Legends staff.
As well as, the organisation secured a €50m expertise funding from esports enterprise fund Rewired.gg. The funding is to develop ‘European tremendous groups’ over the subsequent three years.