Lynx becomes the third partner to join the PSG esports DOTA 2 team
The Paris Saint-Germain family continues to grow with the arrival of Lynx amongst the PSG.LGD team partners. With a duration of three months, this partnership will be displayed through the presence of the men’s cosmetics brand’s logo on the sleeves of the shirts worn by the five players of the Dota 2 team.
The Lynx brand - known in France under the name ‘Axe’ - is one of the key entities of French group Unilever. The brand has, throughout the years, known how to differentiate itself from its competitors thanks to the consistent innovation of its products and its capacity to reach its target market, young people in particular, thanks to a sense of humor that has become the trademark of its advertising.
Fabien Allègre, Director of Merchandising and Diversification at Paris Saint-Germain, said: “Our PSG.LGD team is already welcoming its third partner! We are very proud that a global brand as Lynx gives us its trust. In the space of four months, our players have demonstrated their skill and the credibility of our project. We will continue to work, with the support of Lynx, during the coming months to make our two French brands shine throughout the world, particularly in China where Dota 2 is hugely popular.”
On Lynx's side we added: “We are very happy to associate our brand with the PSG eSports Dota 2 team. Paris Saint-Germain distinguishes itself from other football clubs thanks to its involvement in innovative markets, such as esport, which allows it to reach audiences in countries which are key to its development. The club is making a strategic choice by taking a gamble on Asia and it’s a great opportunity for us to accompany it in this adventure.”
This month, Lynx will benefit from an important first piece of exposure whilst the PSG.LGD team participate in the tournament ‘The International 8’ in Vancouver. The final stages start this Wednesday and the tournament is a highly anticipated event amongst the esport community.