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Gillette enters esports market with ESL partnership

Personal care brand Gillette has made its first venture into the esports sector by partnering with the ESL organisation.

Under the agreement, Gillette will sponsor the ESL’s League of Legends Intel Extreme Masters (IEM) World Championship event, which takes place in Katowice, Poland from February 24-26.

Gillette will offer the teams and fans at IEM Katowice the opportunity to customise Gillette razor handles using 3D printing technology at its RZR MKR design studio.

Enrique ‘xPeke’ Cedeño will also become Gillette’s first-ever esports athlete endorsement partner as part of the deal. Gillette said xPeke is uniquely qualified to join Gillette’s line-up of athletes from his success a professional gamer, team owner, and former IEM Katowice Most Valuable Player.

In addition, Gillette will provide grooming services for all League of Legends competitors throughout IEM Katowice and will host autograph sessions and other activities with xPeke.

The ‘Pursuit of Precision’ content series will also launch, bringing fans closer to xPeke as he visits the Gillette World Shaving Headquarters in Boston in the US.

Craig Levine, chief executive of ESL North America, said: “Gillette understands the growing popularity of esports and will play an integral role in helping us enhance the fan experience at the IEM Katowice World Championship.”