Gillette Confirms Esl Partnership
Gillette has expanded its presence in eSports after announcing a new partnership with ESL, an eSports events company, through a sponsorship of the League of Legends Intel Extreme Masters (IEM) World Championship, taking place in Katowice, Poland from 24th to 26th February 2017.
Leading Gillette’s entrance into gaming is the brand’s first eSports athlete, Enrique “xPeke” Cedeño. xPeke is joins Gillette’s line-up athletes, including Neymar, Lionel Messi and Roger Federer, from his success as a professional gamer, team owner, and former IEM Katowice Most Valuable Player.
The partnership will see Gillette offer custom razor handles, created with 3D printers, to teams and fans in Katowice. It will also provide grooming services to competitors during the tournament and host autograph sessions with xPeke.
Gillette will give fans an inside look at the inside world of an eSports player. The ‘Pursuit of Precision’ content series will bring fans closer to xPeke as he visits the Gillette World Shaving Headquarters in Boston and discusses the precision required to be a top eSports player and the added pressures of owning a League of Legends team.
John Mang, vice president, Global Gillette said: “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. Gillette is thrilled to partner with ESL to join this evolving and growing community.”
Craig Levine, CEO of ESL North America added: “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. 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.”
xPeke commented: “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. 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.”
