Spanish esports organization Mad Lions E.C. signed a sponsorship deal with Nescafé, according to Graham Ashton of THE ESPORTS OBSERVER. Players from Mad Lions’ League of Legends team will promote Nescafé’s 3-in-1 line of instant coffee via digital content and fan experiences -- starting with Madrid Games Week later in October. Financial terms were not disclosed. To mark the announcement, Mad Lions released a short video of a Nescafé-branded mural made for the team's gaming house. The brand's agreement with Mad Lions is managed by lifestyle marketing agency MKTG. This is the Nescafé coffee brand's first activation in the Spanish esports space (THE ESPORTS OBSERVER, 10/16).
IN ITALY: Ashton also reported Italy-based esports organization Mkers announced a one-year content partnership deal with Gillette -- first showcased during Milan Games Week. Financial terms were not disclosed. Gillette Italy "will work with the organization to create content for its Instagram profile." A spokesperson for Mkers said that content will feature four athletes from Mkers' FIFA 19 roster and "several of the organization's other main influencers." The campaign will be planned and managed by global PR company MSL (THE ESPORTS OBSERVER, 10/16).
KUALA LUMPUR MAJOR: Ashton also reported esports event producer PGL announced Monster Energy will be the official product sponsor of its upcoming Kuala Lumpur Major, an int'l Dota 2 competition taking place in November. Financial terms were not disclosed, and details of the sponsorship have not yet been revealed. This will be the third Dota 2 Major presented by PGL, and the first Monster Energy has sponsored, though the drink company has supported previous PGL events (THE ESPORTS OBSERVER, 10/15).
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