Esports company Gfinity Plc has announced a new sponsorship deal with razor and personal care products giant Gillette.
Gillette will involve itself via the launch of a new football focused esports tournament that’ll include a£15,000 prize pot, though surprisingly it’s Pro Evolution Soccer 2016 and not FIFA which the players will be competing in.
‘The Gillette Championship’ will see gamers compete in a 24 team tournament, with each representing a separate nation, in a format
Qualification begins on June 8th with the main 24 team tournament set to take place at Gfinity’s arena in Fulham, London on July 8th and 9th.
Neville Upton, Gfinity Chief Executive, said: “We’re delighted to partner with Gillette and welcome them into eSports.”
“With such rich sporting heritage their move into eSports is a natural fit and we hope to establish a long and rewarding partnership with them.”
Upton continued: “Gillette’s involvement is another sign of the growing realisation of mainstream consumer brands of the fantastic opportunity that eSports presents for them to communicate with a young male demographic, that can be hard to reach via other channels.”
Mathew Thomas, Gillette Brand Manager UK & Ireland, stated: “Gillette has a long history of sporting partnerships and we see eSports as an evolution to this.
“The popularity of eSports is growing all the time and it’s exciting that we can support this growth through a European tournament like this, giving both players and fans opportunities that only Gillette can offer.”
“With the combination of their deep knowledge of the sector and their ability to deliver both the online and offline element of this event, Gfinity were the natural partners to choose for this venture.”