Gillette cuts into League of Legends eSports with global ESL partnership

Shaving brand Gillette has entered the eSports market with gusto with it revealing a sponsorship of the League of Legends Intel Extreme Masters (IEM) World Championship in Katowice, Poland 24-26 February.

The male-centred brand is set to benefit from the widespread exposure granted through the deal which will see it tied to arguably the most widely played eSports game, League of Legends, in a tournament hosted by ESL, one of the leading networks in the industry.

Specialised razor handles will be created using 3D printers on site, granted to fans and participating teams.

John Mang, global vice president at Gillette, said: "It’s been exciting and eye-opening as we’ve immersed ourselves in the gaming community and discovered that both professional and amateur gamers have a lot in common with other premier athletes and sports fanatics.

"Gamers at all levels recognize the importance of precision – split seconds and minute movements make big differences. We get that obsession with precision better than anyone."

Supplementing the activity, Gillette has also snapped up its own eSports talent, Enrique ‘xPeke’ Cedeño, who will compete at the IEM games. See him in the ad above.

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John McCarthy

John is an entertainment marketing reporter at The Drum. He writes about the amazing marketing stories coming from the movie, TV, music and video game industries. He's also the hunt for the weirder trends in marketing and advertising.

Fuelled by tea.

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