Gillette sponsors China’s top League of Legends team EDG, continuing eSports drive

The EDward Gaming team

Gillette has deepened its ties to eSports by sponsoring League of Legends team EDward Gaming, the brand’s first team investment.

The Chinese team comprised of seven players Yang “Koro1” Tong, Kai “Clearlove” Ming, Yechan “Scout” Lee, Seong-min “Zet” Lee (ADC), Ye “Meiko” Tian, Yuhao “Mouse” Chen, Zhao “Fireloli” Zhiming and Minmin “Minn” Huang, they will no doubt boost the brand’s foothold in Asia while further cementing ts backing of the fledging eSports field.

Gillette last year partnered with the ESL, and secured eSports personality xPeke as its first ambassador in the space. John Mang, vice president global Gillette admitted that it wasn’t until this partnership was established that he “truly understood the incredible passion of the gaming community”.

“The commitment to precision and performance under pressure displayed by professional League of Legends teams was inspiring to us and ultimately led us to partner with Gillette’s first eSports team EDG, the top team in China and one that’s posed to break out on the global stage in 2017.”

David Ng, president of EDG, admitted that the team was “proud to join the brand’s prestigious roster and have its support moving forward.”

The grooming brand claims the group will feature alongside FC Barcelona and the New England Patriots, providing it a diverse sporting portfolio.

It's a wise move, there will be $1bn of ad money running through the global eSports industry by 2021 this report suggests.

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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.

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