Mike Stubbs . Business . Tuesday 31st January 2017 . 16:30
ESL has announced a new partnership with Gillette, who will sponsor the upcoming Intel Extreme Masters Katowice League of Legends event.
The male grooming company will sponsor the LoL portion of the event, which runs in Katowice between February 24th and 26th. Gillette will allow fans to customize Gillette razor handles using 3D printing technology at its RZR MKR Design Studio and is offering grooming services to all players at the event.
“It’s been exciting and eye-opening as we’ve immersed ourselves in the gaming community and discovered that both professional and amateur gamers have a lot in common with other premier athletes and sports fanatics. Gamers at all levels recognize the importance of precision – split seconds and minute movements make big differences. We get that obsession with precision better than anyone,” said John Mang, Vice President, Global Gillette. "Gillette is thrilled to partner with ESL to join this evolving and growing community.”
“Gillette has been a leader in sports for many years, often partnering with the top leagues and players, and we are thrilled to welcome such an iconic global brand to our ESL family, ” said Craig Levine, CEO of ESL North America. “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.”
Gillette is also sponsoring Enrique “xPeke” Cedeño, former LoL player and current team owner of Origen. They will produce content with the star and will have him on location in Katowice for meet and greets and other activities.
“As a former IEM Katowice MVP and current team owner, I understand the relentless pursuit of precision required to be the best player I can possibly be,” said xPeke. “Gillette obsesses over razor blades the same way I obsess over League of Legends strategy and it’s that common dedication that made me realize how much Gillette actually has in common with gamers. I’m happy and humbled to be their first global eSports ambassador and get the chance to show more of the world how much precision eSports requires.”