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 
and Super Smash Bros. , and related activities such as panels and a cosplay contest.
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)
for the chance to play at the World Finals in Dubai.
In addition to the esports competition, The GIRLGAMER Esports Festival World Finals will feature a business conference. Attendees will be able to attend talks by international “industry leaders,” panels, pro players meet and greets, and an awards ceremony that honors women in the esports industry.
“Our mission with GIRLGAMER is to empower female players to compete at the highest level,” said Andreia Conceição, partnerships manager of GIRLGAMER Esports Festival in a statement. “It’s such a privilege having Benefit as a partner, given the actions taken by the brand throughout their history to support and empower women. We couldn’t be more excited to work with a partner that shares our vision so passionately.”
Other brand partners for GIRLGAMER Sydney include but are not limited to EB Games, Logitech
, and ASTRO Gaming .
