Lavazza Partners with Fnatic to Venture into the Esports Industry

Lavazza and Fnatic, a world-leading eSports organization, have partnered and launched the Icons of Italy campaign. The campaign is an innovative way for Lavazza to enter into the esports industry. Icons of Italy is a custom co-branded map that will feature on the Fortnite game from November 11, 2020.

The campaign will feature a proficient Fortnite player POW3R, who will be expressing a lifestyle journey of Lavazza and Fnatic through a collaborative in-game experience. Players will engage through the custom map – Icon of Italy- that starts at the POW3R’s house and will contest to complete the course in the shortest time possible.

More About the Map- Icon of Italy

Icon of Italy is a timed map offered to players as an experiential journey through the Italian culture. The map is a symbolic representation of coffee-themed customization and orientations to the Lavazza, a Modo Mio brand.

The map will also get two more levels in several weeks to come. Players will have to submit their grade A runs by posting videos on Instagram or Twitter and tagging Lavazza, POW3R and Fnatic using the hashtag #IconsofItaly.

What Lavazza Had to Say About the Partnership

According to Carlo Colpo, the Group Marketing Communication Director and Brand Home Director for Lavazza, the group is delighted to have partnered with Fnatic as they enter the eSports industry. In his statement, Colpo said that the eSports industry is experiencing substantial growth and could not have desired a better partner as they debut into eSports.

Carlo also said that eSports is an exciting field with challenges aligned with Lavazza’s need to relate to youth through languages and appropriate tools.

What Fnatic Had To Say

Similarly to Lavazza, Fnatic shares the same ideology regarding heritage and drive to be the best. In a statement given by the Partner Development Director, Craig Santicchia, Fnatic and Lavazza shared similar values, including a robust sense of legacy and desire for work ethic and an abiding drive to be the best.

He continued and said that the partnership between the two groups was just a taste of what’s to come from the collaboration as they continued to push boundaries and stimulating inside the most suitable platforms for Gen Z. Craig also said that it was fun to help Fnatic go into the industry of eSports saying that such experiences and opportunity only proved that our imagination is our only limitation.

How Will Users of the Icons of Italy Benefit?

The partnership between Fnatic and Lavazza comes with various benefits -players will be rewarded with goodies. The first prize winner, the player who will complete the map the fastest, will get a digital meet and greet via Zoom with POW3R. Also, the player will get a bunch of co-branded products. The second and the third winners will get co-branded products and Fnatic Gear.

The partnership between Fnatic and Lavazza will end in a two-part documentary containing POW3R’s rise to expert eSports stardom and unification of the cinematic world with gaming. Some of the things you can expect from the documentary are how POW3R transformed the Italian market to make gaming a part of mainstream culture. You can expect the documentary on December 16, 2020, on Fnatic’s YouTube channel.