Last week, PSG.LGD announced a new sponsor in the form of men’s grooming brand Lynx – otherwise known as Axe.

This team is housed by both PSG eSports and Chinese organisation LGD Gaming. The two parties came together in April to help the football club enter Dota 2.

?? At the dawn of #TI8, we are pleased to welcome the men's cosmetics brand @lynx as a partner of our PSG.LGD squad ! ?? https://t.co/3u0ATBuzuC pic.twitter.com/eHRv0Bal0h — PSG Esports (@PSGeSports) August 14, 2018

Fabien Allègre, Director of Merchandising and Diversification at Paris Saint-Germain said the following in a statement: “Our PSG.LGD team is already welcoming its third partner! We are very proud that a global brand as Lynx gives us its trust. In the space of four months, our players have demonstrated their skill and the credibility of our project. We will continue to work, with the support of Lynx, during the coming months to make our two French brands shine throughout the world, particularly in China where Dota 2 is hugely popular.”

Lynx is the third company to specifically sponsor the PSG.LGD Dota 2 team, with all three deals being made just ahead of The International 8 – the most prestigious tournament of the year with over $25 million (£19.6 million) up for grabs.

A representative for Lynx added: “We are very happy to associate our brand with the PSG eSports Dota 2 team. Paris Saint-Germain distinguishes itself from other football clubs thanks to its involvement in innovative markets, such as esport, which allows it to reach audiences in countries which are key to its development. The club is making a strategic choice by taking a gamble on Asia and it’s a great opportunity for us to accompany it in this adventure.”

Just last week, PSG.LGD announced a new sponsorship with Chinese streaming platform Douya. The week before that, the team welcomed energy drinks brand Monster Energy as its first sponsor.

Esports Insider says: This isn’t Lynx’s first venture in esports – having already sponsored the Gfinity Elite Series – but this is the first time it has specifically sponsored a team. With this in mind, the company picked a good team to get involved with as PSG.LGD has a solid chance of making it incredibly far into TI8. The further the team goes, the more eyes are on them; an exciting concept when you’re looking for exposure.

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