Gillette has announced a sponsorship deal with Chinese League of Legends outfit EDward Gaming, making the popular team Gillette’s first.
Gillette have some prior experience with esports. They are partners with the ESL and also sponsor League of Legends player / team owner Enrique ‘xPeke’ Cedeño. The sponsorship for EDward Gaming is 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 Global Gillette’s vice president John Mang, 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 also sponsor sports teams FC Barcelona and New England Patriot. EDward gaming are fresh out of a World Championship quarterfinal run from 2016
“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.”