THE WHAT? L’Oréal-owned Lancôme has been named as a Chinese Special Partner for esports contest, Worlds 2021, according to a report published by Sports Business Journal.
THE DETAILS The Riot Games and TJ Sports-owned competition and its players will promote the prestige beauty brand’s Advanced Genefique Youth Activating Concentrate.
Fellow sponsors include Bose, Mercedes-Benz and Mastercard, with KFC and Jing Dong signed up as Chinese Official Partners.
THE WHY? Esports are gaining in popularity; TJ Sports reports that its League of Legends Pro League hit a record 340,000 peak concurrent users during the LPL Summer Finals this year, up 8.6 percent yoy.