Fnatic's League of Legends squad will compete in Madrid this weekend while opening a dedicated team bar near the finals venue.
The team faces Schalke in the EU LCS Summer Split final to decide who will represent Europe as the top seed at this year's World Championships. Fnatic aims to prove once again that they are the best in Europe, with their new bar opening just a few minutes' walk away from the Palacio Vistalegre.
The bar will offer supporters free tapas and drinks, along with the chance to meet and hang out with multiple members of the Fnatic family, including Spanish streamers CooLifeGame and Kronno Zomber.
Fnatic will also sell their apparel inside the bar. Most importantly, the organization is using the pop-up location to launch the new Spanish layout versions of their Streak and MiniStreak keyboards from the Fnatic Gear range.
Previous Events in Paris
Fnatic organized a similar activation during the Mid Season Invitational final in Paris earlier this year. Despite their team not reaching the final, Fnatic took over a cafe near the Le Zenith Arena to give fans a free breakfast and the chance to meet French top-laner Paul 'sOAZ' Boyer.
Erik Londrem, Head of Events for Fnatic, said the organization is always trying to find new ways to interact with fans.
"At Fnatic we really love to go the extra mile when it comes to making our fan events bigger and better each time," Londrem said. "We’ve hosted parties, picnics, food trucks and secret pop-up shops at other events around the world - you name it and we’ve done it."
Madrid Nightlife and Fan Activation
"For Madrid we felt it was natural to celebrate Madrid’s amazing nightlife and food by opening our own bar," Londrem said. "We can’t wait to meet our amazing fans in Madrid, and showcase the new Gear products - finally available for Spanish gamers."