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ELeague signs up Axe as personal care partner

Men’s grooming brand Axe has agreed a deal to become the official personal care partner of ELeague, the esports organisation operated by US media company Turner and the IMG agency.

The deal includes presenting sponsorship of the first-ever ‘ELeague x Rocket League Game Zone’ during the Final Four Fan Fest from April 5-8 at the Minneapolis Convention Center.

The partnership includes a range of promotional and marketing initiatives across television, digital, social and on-site at competitions. Axe’s full line of products will have a presence at ELeague events.

Axe and ELeague will also create custom content features, including ‘You’re Hotter When You’re Chill presented by Axe’, which will feature interviews with players.

The Final Four Fan Fest will feature the four top-performing teams from Psyonix’s Collegiate Rocket League competition in a head-to-head exhibition on Sunday.