The Chiefs Esports Club renews partnership with L'Oréal Paris Men Expert

Australian esports organization The Chiefs Esports Club has announced a renewed partnership with global skincare brand L'Oréal Paris Men Expert. As a result, the brand will remain the main partner of the Australian club until the end of 2022.

This is the third year that L'Oréal Paris Men Expert has partnered with The Chiefs Esports Club after the organization struck a deal with the brand back in July 2020. Over the past three years, the parties have collaborated on a number of activations, including hosting the VALORANT Championship.

Nick Bobir, CEO of The Chiefs Esports Club: "L'Oréal Paris Men Expert is the perfect fit for gaming and esports culture to keep us moving and feeling fresh. We are thrilled to continue our partnership with such a prestigious brand and look forward to releasing more richer content this year."

L'Oréal Paris Men Expert is not new to the esports industry. In addition to partnering with The Chiefs Esports Club, the brand also has partnerships with Fnatic and Team Vitality.

Tim Plant, Chief Marketing Officer at L'Oréal Paris Australia: "As the gaming industry continues to thrive, we are thrilled to continue our partnership with Australia's number 1 esports team, the Chiefs. In 2022, the relationship continues to grow with a strong focus on community and connections. The partnership touches a significant segment of the population with whom mass cosmetic brands have not previously communicated in an understandable or representative manner."

In turn, over the past few years, The Chiefs Esports Club has strengthened its position as one of the largest esports organizations in Australia. Well, more recently, the club has entered into deals with the Australian McDonald's and Westfield, a shopping center company.