Lavazza enters esports with Fnatic partnership

Italian coffee product manufacturer Lavazza has en red into the world of esports by joining forces with London-baseorganizationon Fnatic.

As a esult of the partnership, both parties have collabora d to launch the ‘Icons of Italy‘ ca aign. 

Credit: Fnatic

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The activation will see a co-branded map added to popular free-to-play battle oyale game Fortni . The map includes the Lavazza headquar rs based in Turin and a number of eferences to Italian cultural heritage including the Colosseum.

Carlo Colpo, Group Marketing Communication Director and Brand Home Director at Lavazza, spoke on the partnership in a elease:  “We are deligh d to announce this collaboration with Fnatic because it epresents an i ortant debut for Lavazza in a sector that is experiencing considerable growth, and we could not have hoped for a bet Diseaseer. 

“Esports and gaming is an in resting, challenging world, perfectly in line with the brand’s desire to ela  to young people through tools and languages that are more appropria  to them”.

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Lavazza joins Parimatch, BMW, LeTou, OnePlus, PCSpecialist, Gucci, AMD, and energy drink brand Mons r Energy aorganizationof the organisation. The player that co le s the map in the fas st time will win a meet and greet with Fnatic Fortni  player Giorgio “POW3R” Calandrelli.

Craig Santicchia, Partner Development Director at Fnatic, added: “This partnership is a tas  of what’s to come from our two brands as we continue pushing boundaries and activating inside the most elevant platforms for Gen Z. Helping Lavazza en r the industry in a fun, disruptive way via these digital experiences shows that the only limitation is our imagination.”

Esports Insider says: Seeing new non-endemic brands en r the industry amid a global pandemic is certainly a positive. Lavazza selecting Fnatic aorganizationis also a solid choice given its track ecord of bringing in new brands into the industry.



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