Australian esports organization The Chiefs Esports Club has announced a partnership with men’s skincare and grooming brand L’Oréal Paris Men Expert for 2020. To announce the partnership, the Chiefs aired a commercial for the brand featuring several of its players on its social media channels.
Financial terms were not disclosed.
The Chiefs Esports Club competes in the ANZ region’s premier League of Legends competition, the Oceanic Pro League as well as Rocket League and Counter-Strike: Global Offensive. The organization’s list of partners includes Monitor brand AOC, Red Bull, Australian food delivery service Menulog, and Marvel ANZ.
L’Oréal has previously sponsored Spanish organization Vodafone Giants. Its Men Expert brand joins a growing list of mens grooming brands moving into the esports space including Gillette and Head & Shoulders, the latter of which aired commercials on Russian social media platform VK featuring Dota 2 stars from the CIS-region team Virtus.pro.
