Riot Games announced that it has added male grooming brand AXE as a global sponsor of League of Legends esports.
This multi-year sponsorship deal will make AXE the official men’s grooming partner of League of Legends’ global events, including the Mid-Season Invitational, World Championship, and All-Star Event.
The sponsorship deal kicks off with the 2019 World Championship through a “fully integrated campaign,” although details about the campaign and future activations were not disclosed.
“AXE has a rich history of championing youth passion points, from music, sport, and culture,” said Gaurav Raisinghani, Global Director for AXE.
He added that AXE is thrilled to be the first men’s grooming brand to partner with League of Legends Global Esports. He hopes they will create value for the community and encourage fans to express their passion and seize opportunities both in and around the game.
This deal isn’t AXE’s first involvement in esports. The company launched AXE Gaming in 2018 and also sponsored ELEAGUE this past April.
“We are delighted to partner with Unilever’s AXE on League of Legends’ most prestigious esports events,” said Naz Aletaha, Riot Games’ Head of Global Esports Partnerships and Business Development.
Aletha said that AXE is a brand that celebrates individuality, inspires confidence, and shares Riot’s passion for esports.
He added that these qualities, combined with their expertise in activating around major traditional and emerging sports, are sure to enhance fans’ experience.
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