Acuvue, a contact lens manufacturer owned by medical and pharmaceutical company Johnson & Johnson, will team up with Wavemaker, a media agency network, and ESforce Holding to launch the "Acuvue Golden Lens project". The Golden Lens is "an award for the most impressive in-game highlight in the qualifiers for The International".
In today's press release, it was revealed that the Dota 2 community will decide who receives the award by popular vote. The vote will be carried out on Cybersport.ru as well as through RuHub, the Russian broadcasting studio. While voting on Cybersport.ru should be fairly straightforward, details have yet to be announced on how fans can vote via RuHub.
The winner will receive a special prize from Acuvue, while every participant in the voting will be eligible to win a powerful gaming laptop. Voting is open until Jul. 3; the results will be counted, and the winner announced, between Jul. 4 - 11.
More and more non-endemic companies are looking to the esports industry to further the reach of their brand, which inevitably means more money entering the ecosystem. While esports fans have, traditionally, been somewhat guarded regarding these brands entering the industry, public opinion seems to have started shifting over the last few years. ESL, for example, last year entered a notable partnership with Mercedes-Benz that has received very positive feedback from the community.
Disclosure: Cybersport.com is part of the ESforce financial holding.