Gillette announced Tuesday a sponsorship of Chinese League of Legends team EDward Gaming.
This is not Gillette’s first foray into esports as the company also sponsors Enrique “xPeke” Cedeño and partners with the ESL. The sponsorship was for an undisclosed amount.
“We’ve all read about the incredible growth of gaming, but it wasn’t until we partnered with xPeke and witnessed the thousands of devoted fans who packed the Spodek Arena during the IEM World Championship that we truly understood the incredible passion of the gaming community,” said John Mang, vice president of Global Gillette, in a statement. “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.”
Gillette’s list of traditional sports partners includes FC Barcelona and the New England Patriots, and EDG, fresh off a League of Legends World Championship quarterfinal berth in 2016, will add to the portfolio. It’s also another mainstream sponsorship for an esports team, as organizations like Astralis in Counter-Strike (Audi) and others have recently acquired similar sponsorships.
“It is an honor to be Gillette’s first esports team,” EDG president said David Ng said in the statement.“For more than 100 years Gillette has been a leader in men’s grooming and has supported the best athletes and teams in the world. EDG is proud to join the brand’s prestigious roster and have its support moving forward.”
Cover photo courtesy of Gillette