American video game developer Riot Games announced it has partnered with Unilever’s male grooming company Axe. The partnership will place Axe as the official men’s grooming partner for League of Legends’ global events. These include the Mid-Season Invitational, World Championships event, and the All-Star Event.
— LoL Esports (@lolesports) October 12, 2019
League of Legends partnership
“We are delighted to partner with Unilever’s AXE on League of Legends’ most prestigious esports events. AXE is a brand that celebrates individuality, inspires confidence, and shares our passion for esports,” said Naz Aletaha, the Head of Global Esports Partnerships and Business Development for Riot Games. “That perspective, combined with their expertise in activating around major traditional and emerging sports, is sure to enhance our fans’ experience.”
The collaboration will start with the 2019 League of Legends World Championships with an “integrated campaign” created by advertising company 72andSunny Amsterdam. No further details have been released about what this will include, but it will most likely include brand activations based on past League of Legends sponsorships. The grooming brand joins others like Louis Vuitton, Mastercard, Alienware, State Farm, Secretlab, OPPO, and Red Bull as partners.
“AXE has a rich history of championing youth passion points, from music, sport(s), and culture. We are thrilled to be the first men’s grooming brand to partner with League of Legends Global Esports,” said Gaurav Raisinghani, the Global Director for AXE. “We hope to create value for the community and encourage fans to fearlessly express their passion and moves and seize the opportunity, both in and around the game.”
With a majority of League of Legends players being male, this is a brand many fans already have a connection with. Axe also has a line of products named “for her,” along with a history in esports. In addition to its previous partnership with esports tournament ELEAGUE, the grooming brand also has a guide on what Axe products to use while gaming. The brand launched an AXE Gaming project with gaming influencers earlier this year as well. Axe is partnered with other brands in the sports world too, including ROKiT Williams Racing in Formula One, the NCAA, La Liga football league, Chelsea Football Club, and more.
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