Benefit Cosmetics Enters Esports With GIRLGAMER Sydney Festival Sponsorship

Mentioned in this article

• GIRLGAMER Esports Festival has added Benefit Cosmetics as a non-endemic partner for its Sydney event on June 9-10.

• Brand activations are still in the planning stage, but will likely include signage and product demos, according to a spokesperson for GIRLGAMER.

• Cosmetics retailer Sephora is no longer a sponsoring partner of the festival.

Benefit Cosmetics, a subsidiary of LVMH, has joined the GIRLGAMER Sydney Festival as a non-endemic sponsor. The partnership is Benefit Cosmetics’ first foray into esports. Fellow LVMH brand Sephora became a sponsor of the GIRLGAMER Esports Festival in 2018 but has since ended its partnership.

GIRLGAMER Sydney Festival will take place on June 9-10 as part of the 2019 Vivid Sydney festival of “Light, Music, and Ideas.” The event will include a Counter-Strike: Global Offensive (CS:GO) qualifier, tournaments for Overwatch 

Specific brand activations have not been finalized, but they will likely include, at a minimum, Benefit Cosmetics signage and product demos, a spokesperson for GIRLGAMER Esports Festival told The Esports Observer.

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For the time being, Benefit Cosmetics’ partnership is limited to the Sydney Festival. However, involvement with other regional finals is “under consideration,” according to the spokesperson.

Now in its third year, GIRLGAMER Esports Festival will host worldwide regional events in Australia, South Korea, Spain, and Brazil. Teams will compete in CS:GO and League of Legends (LoL)