Italian coffee product manufacturer Lavazza has entered the world of esports by joining forces with London-based organisation Fnatic.
As a result of the partnership, both parties have collaborated to launch the ‘Icons of Italy‘ campaign.
The activation will see a co-branded map added to popular free-to-play battle royale game Fortnite. The map includes the Lavazza headquarters based in Turin and a number of references 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 release: “We are delighted to announce this collaboration with Fnatic because it represents an important debut for Lavazza in a sector that is experiencing considerable growth, and we could not have hoped for a better partner.