Gfinity Plc (LON:GFIN) said it has signed Lynx, a leading fragrance and personal care brand, as an official partner of its Elite Series UK for season three.
The AIM-listed e-sports group said the partnership begins with immediate effect and includes exposure during its Elite Series live shows, advertising across Gfinity’s owned channels, and integration into ancillary content including its magazine-style show GAME-ON FIFA 18.
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Gfinity added that the partnership will enable Lynx to promote its products across the company’s platforms until 14 May 2018. Lynx will receive on-screen presence during the remainder of the Gfinity Elite Series regular season games and playoffs with additional marketing supporting across Twitter and Facebook and gfinityesports.com, enabling the brand to engage with Gfinity's growing esports community, the company said.
The group added that Lynx would be the lead partner of the GAME-ON FIFA 18 show, which would include ‘You Gold Challenge’ content that would be promoted across both Gfinity’s and Lynx’s social channels.
Mark Brittain, chief commercial officer at Gfinity, said: "We believe the Gfinity Elite Series offers an incredible opportunity for brands to engage with male gamers and we look forward to integrating Lynx into the remainder of our Season Three content. The inclusion of the 'You Gold Challenge' in GAME-ON will enable Lynx to create content that goes beyond traditional advertising."
Brand manager at Lynx, Jamie Brooks, added: "We see Gfinity as a perfect partner to help us to communicate authentically with a gaming passion point that is so key for our target audience. The partnership enables us to integrate our #YouGold campaign into Gfinity content."