12 Jan 2022

By: Sport Industry Group

London-based esports organisation Fnatic has agreed a commercial partnership with L’Oréal Men Expert, the beauty and personal care brand.

Under the deal, the two parties will work together to create engaging content on social and digital media, as well as co-branded product activations through a shared #PrepToPlay campaign concept.

L’Oréal Men Expert will feature as the sole commercial partner on the back of the Fnatic team’s jersey, while the brand will also sponsor ‘The Rhobalas Show’ the popular online series hosted by Fnatic’s resident League of Legends content creator Rhobalas.

“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,” Fnatic CEO Sam Mathews said.

“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.”

L’Oréal Men Expert products such as those in the Hydra Energetic and Carbon Protect ranges will be available to all Fnatic players and staff.

L’Oréal Men Expert Global Marketing Director Christine Nguyen highlighted the opportunity to reach a younger audience through the partnership, by adding, “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.”