We're seeing esports organisations partner with more and more brands that are a little unorthodox for the industry these past few months. Whether we're talking about G2's Ralph Lauren partnership, or NRG selling the naming rights to its Rocket League team to The General Insurance, these sorts of deals aren't exactly uncommon, which is why hearing that Dignitas has partnered with NYX Professional Makeup doesn't seem unusual anymore.
NYX joins the esports organisation as its Official Beauty Partner, in a deal that will see the pair work together to amplify Dignitas' women esports athletes and influencers. The partnership will also provide a behind-the-scenes look at how Dig's women's team "prepare their game day looks", and will see the esports athletes also sharing their favourite gaming and streaming looks on social media platforms.
"Now more than ever, gaming and esports are just as much a space for women as they are for men; this partnership with NYX Professional Makeup acknowledges that new landscape," said Esports Hall of Fame inductee Heather Garozzo, Vice President of Talent at Dignitas. "We're proud to welcome a brand that shares the same vision for inclusivity, freedom of expression, and sense of community that is shared by our professional gamers and content creators. This partnership not only celebrates Dignitas' amazing influencers, but is a nod to all the women gamers that have long waited for a fashion and make-up brand to acknowledge their passion for gaming."
As this is the first time a worldwide cosmetics brand has partnered with an esports team, which organisation do you think will be next to follow suit?
