Spanish esports organization Team Heretics has secured a new partnership with men’s grooming brand Philips OneBlade. As part of the announcement, Team Heretics released a commercial video featuring some of its players including Jamal “Rike” Fardas Hannaoui, a Fortnite player whose YouTube channel has over 500K subscribers.
Es el momento de presumir de un buen afeitado en nuestro día a día.
¡Bienvenidos @OneBladeTeam! pic.twitter.com/N1BPGgBLy9
— Team Heretics (@TeamHeretics) July 30, 2020
Over the last two years, Spain has become an area of focus for non-endemic brands entering the esports space. Team Heretics has secured partnerships with KFC, adidas, Font Vella, and Baybel, while fellow Spanish organization Vodafone Giants (formerly Giants Gaming) has locked in deals with Nike, Chupa Chups, and its title sponsor Vodafone.
Men’s grooming and shaving products are a common category for esports sponsorship, but the space has been largely dominated by Gillette, which has sponsorships in place throughout the world with Team SoloMid, the FIFA 20 Global Series, Brazil’s premier League of Legends competition CBLoL, and a collection of Twitch streamers the brand has labeled the Gillette Gaming Alliance. Last year, Gillette also signed marketing deals with five Honor of Kings pros in China.
Earlier this month, L’Oréal Paris Men Expert also entered the esports space through a partnership with Australian organization The Chiefs Esports Club.