BILLY BOY and the European Esports organisation Unicorns of Love (UoL) agreed on a partnership, which sees the famous manufacturer of condoms and e.g. lubricants appointed as the official partner of the pink unicorns. The agreement includes a logo presence of BILLY BOY on the sleeve of the official UoL jerseys and is supplemented by various activation measures. The campaign partnership was brokered by Lagardère Sports, the comprehensive marketing partner of UoL, and will last until the end of 2018.
“At BILLY BOY we are very excited about our ‘first time’ in Esports and cannot think of a more perfect partner than the Unicorns of Love. We had it going on right from the start and something clicked between us and UoL, because the Unicorns are not only the sexiest team in Esports, but were also excited to use their influence as a team to jointly educate their fanbase about safer sex and responsibility”, explains Johannes Zerger, brand manager at BILLY BOY.
Jos Mallant, CEO of Unicorns of Love, says: “It is a great sign that a brand as famous as BILLY BOY is not only on board as our partner in general but also secured a conspicuous logo presence on our sleeves. This partnership is simply a perfect and authentic fit: We will benefit tremendously from BILLY BOY’s market recognition whilst they will actively engage with their relevant target groups. And besides the marketing aspect we see it as our responsibility to address the sensitive and important topic around safer sex amongst our fans.”
Thomas Ottl, Director Esports at Lagardère Sports, adds: “This partnership is cheeky, young, dynamic – and fitting! BILLY BOY and the Unicorns share the same casual and at the same time creative communicative approach towards their target groups, which is why we are not only delighted to have brought BILLY BOY on the sleeve of UoL but also cannot wait to get started regarding the planned activation measures.”
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About BILLY BOY
Billy Boy founded in 1990 as a brand of Mapa GmbH was the first condom brand in Germany to be sold outside of farmacies in drugstores and mass retailers. The iconic brand mascott, the so called „Pimmelmännchen“ or „BILLY BOY Man“ and the brands funny and loud marketing activities led to a fast rise in popularity. Today the brand has a brand perception of close to 100% in Germany. With 20 % marketshare in the German condom market, Billy Boy is the established number two in the market and the biggest „Made in Germany“ brand.
About Unicorns of Love
Unicorns of Love (UOL) is a multinational eSports organization, playing in League of Legends (LCS Europe by RIOT) Champions League since 2015 and EA Sports FIFA since 2018. Founded in 2013 by Fabian Mallant, Unicorns of Love specializes in contracting pro gamers, executing online and offline broadcasts, and developing unique marketing initiatives aiming at attracting and influencing gamers worldwide. UOL has become one of most recognizable organisations and fan favourite with an unpredictable play-style. In 2016 the team won their first major tournament.
(Image) Source: Press release