International esports group Gfinity announced on Thursday that it has signed up a new sponsor as a partner for season three of its 'Elite Series' UK tournament.
Shower gels and deodorant brand Lynx has signed up and will get exposure through the series' remaining regular season and playoff games, advertising on Gfinity's owned channels and integration into "ancillary content," including Game-On FIFA 18, a spin-off show hosted by footballing strongman and personality Adebayo 'The Beast' Akinfenwa which airs across Facebook and Gfinity's channels.

Under the terms of the partnership, Lynx will be able to promote its products through Gfinity's platforms until 14 May.

Mark Brittain, chief commercial officer at Gfinity, said: "We believe the Gfinity Elite Series offers an incredible opportunity for brands to engage with male gamers and we look forward to integrating Lynx into the remainder of our season three content. The inclusion of the 'You Gold Challenge' in GAME-ON will enable Lynx to create content that goes beyond traditional advertising."

Jamie Brooks, brand manager at Lynx, said: "We see Gfinity as a perfect partner to help us to communicate authentically with a gaming passion point that is so key for our target audience. The partnership enables us to integrate our #YouGold campaign into Gfinity content."

As of 0923 BST, Gfinity's shares were up 3.19% at 12.13p.

Related share prices
Gfinity (GFIN) share price