Fnatic and coffee brand Lavazza announced a partnership to bring a unique map into Fortnite. The Italian brand of coffee is making its official entrance into the world of esports with a huge Fortnite map collaboration called Icons of Italy.
The official announcement can be found on Fnatic’s official website. Lavazza didn’t want to enter the esports industry by sponsoring a team or event like most companies. This company wanted to produce something innovative and engaging for the community. That’s how Icons of Italy was born, from the love of both Lavazza and Fnatic for Italian culture.
Fnatic x Lavazza
Giorgio “POW3R” Calandrelli, a professional Fortnite streamer and player, represents this collaboration. He will be the one to narrate and guide players through the Fortnite Icons of Italy map. As its name suggests, this map is heavily based on Italian culture and the country’s love for coffee through Lavazza. For example, players can witness Lavazza’s headquarters, a symbol of Italian craftsmanship and other less subtle buildings like the Colosseum.
Proud to announce the Icons of Italy campaign alongside @lavazzagroup 🇮🇹☕️
Continua a guardare @POW3R_GC ☕️👀
— FNATIC (@FNATIC) November 10, 2020
For now, there is only a single level available, but this collaboration promises two more in the future. To engage the speedrunning community, this map will come with a timer to let players race to be the fastest. First place will have the honor to meet POW3R himself on a Zoom session while second and third place will receive some hardware products.
Icons of Italy
“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,” said Carlo Colpo Group Marketing Communication Director and Brand Home Director. “Esports and gaming is an interesting, challenging world, perfectly in line with the brand’s desire to relate to young people through tools and languages that are more appropriate to them.”
“Fnatic and Lavazza share the same values including a strong sense of heritage, a passion for work ethic and an unrelenting drive to be the best,” said Fnatic Partner Development Director Craig Santicchia. “Helping Lavazza enter the industry in a fun, disruptive way via these digital experiences shows that the only limitation is our imagination.”
Both companies expressed their satisfaction in working together for the Icons of Italy Fortnite map. In addition, a documentary is also on the way, showcasing POW3R’s rise in esports. Bringing together cinema and esports is a unique scheme and fans will want to take a look. This documentary will be available for free on Fnatic’s Youtube channel on December 16. The Icons of Italy Fornite map becomes available on November 11 thanks to the esports collaboration from Fnatic and Lavazza.
Written by Charles FUSTER
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