P&G’s Always and Tampax are sponsoring an esports tournament to break down gender biases. The pandemic made gaming more popular than ever, and YPulse’s Gaming Report data shows 61% of females agree with the statement, “I am a gamer.” But female gamers still face harassment and exclusion in the industry. To combat these issues, feminine care brands partnered with esports organization Gen.G and Galorants, the largest community of female-identifying and nonbinary Valorant players, for an in-person competition. The event, Astral Clash, will be hosted by Lucy Mae and will include an array of team ambassadors brought on by P&G like Krystalogy, Blisskai, Nicki Taylor, Jessica Kim, Raeyei and Shannon Williams. This brand sponsorship is just another example that “gaming is attracting a wider swath of marketers than it once did, including those offering products targeted at women.” (MarketingDive)
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