Axe sponsors League of Legends esports in multi-year deal

Riot Games has added male grooming brand Axe as a global sponsor of League of Legends esports.

The multi-year sponsorship will see Axe named as the official men’s grooming partner of League of Legends’ global events: Mid-Season Invitational, World Championship, and All-Star Event.

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The deal kicks off with the 2019 World Championship – which is ongoing at the time of writing – through a “fully integrated campaign.” Details about said campaign and future activations were not disclosed alongside the sponsorship announcement.

Gaurav Raisinghani, Global Director for Axe discussed the sponsorship in an announcement: “AXE has a rich history of championing youth passion points, from music, sport, and culture. We are thrilled to be the first men’s grooming brand to partner with League of Legends Global Esports. 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.”

This isn’t Axe’s first involvement in esports. As well as launching Axe Gaming in 2018, it sponsored ELEAGUE in April of this year.

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Naz Aletaha, Head of Global Esports Partnerships and Business Development for Riot Games also commented: “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. That perspective, combined with their expertise in activating around major traditional and emerging sports, is sure to enhance our fans’ experience.”

Axe has joined Red Bull, Mastercard, Alienware, State Farm, Secretlab, Louis Vuitton, and OPPO as a partner of Riot Games’ global League of Legends events.

Esports Insider says: If there’s a good time to announce a sponsorship of LoL’s global events, Worlds is it. While details of the sponsorship activations are yet to be seen, Riot Games has done a good job with its other global partners so we’re interested to see what’s to come.

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