Gillette has announced a partnership with Gfinity, a global eSports provider, to create the 2016 Gillette Championship, a virtual football tournament being hosted from the UK.
The Gillette Championship is an online to offline gaming experience that started on 8th June, with football fans given the opportunity to represent their country on the biggest eSports stage and the chance to compete for a prize fund of £15,000.
Culminating in a live event from the Gfinity Arena & Studios in London, the partnership represents a first entry into eSports for Gillette.
Through Pro Evolution Soccer 2016, Gillette and Gfinity will host the month long tournament to find the best 24 players and bring them to London for a finals weekend.
Matt Thomas, Gillette brand manager UK & Ireland, said: “We’re delighted to enter the world of eSports. Gillette has a long history of sporting partnerships and we see eSports as a natural evolution to this to ensure we stay relevant with young guys. The popularity of eSports is growing all the time and it’s exciting that we can support this growth through a tournament like this, giving both players and fans opportunities that only Gillette can offer.”
Neville Upton, CEO at Gfinity 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.”
The competition will feature a total of 24 online qualifiers, one for each of the competing nations. Within each cup, all players will compete as the relevant team for that qualifier, with the winner automatically qualifying for the Gillette Championship.
Once a player has successfully qualified for the Gillette Championship, they are not permitted to enter another online qualifier. Players do not have to be residents of the qualifier they enter, however, they are required to participate in the Grand Finals with the nation they qualified as.
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