Natura to be the main sponsor of the new MIBR League of Legends team
Natura reinforces its presence in the e-sports community by encouraging relevant stories. For this, a partner chosen for the compatibility of principles: the beauty brand and MIBR, one of the most traditional electronic sports organizations in Brazil and in the world, which have their origins in Brazil and represent the power of Brazilianness, come together to co -create a more inclusive gamer scene. Natura and MIBR will show that the game is for everyone and are already starting this new phase by creating a League of Legends team 100% made up of people who identify with the female gender and are non-binary. The new team will have 1 professional from a sieve made with LoL players from all over Brazil – a project called Made in Brazil.
In addition, Natura will support MIBR’s inclusive VALORANT team and be an ambassador for WIBR (Women in Brazil), a platform for talents who identify with the female gender and want to work with games. The relationship between the companies will be based on a co-creation model and everything will be designed to increasingly encourage inclusion and diversity in the universe of games. And to further boost the project, the partnership has 3 official ambassadors: current MIBR influencers AthenaXis, who is a streamer and influencer of Valorant; Yulla, League of Legends streamer and influencer; and Vitorinha, who, in addition to being a League of Legends player, is a singer and will bring music to the organization’s ecosystem of influencers.
Denise Coutinho, director of Marketing Brazil at Natura, says that with this project co-created with MIBR, Natura will be consistently present in the universe of games, with the intention of transforming the scenario into a truly inclusive environment. Through initiatives that promote well-being, self-esteem and the power of the network of relationships, we want to build a new history of empowerment in this universe.