Axe, Male grooming brand Axe has signed a multi-year sponsorship deal with Riot Games and become the global sponsor of League of Legends esports. The deal will see Axe named as the official men’s grooming partner of League of Legends’ global events.
The partnership, which will last for minimum 2 years, will cover events such as the World Championship and All-Star Event, with Axe as the official mentoring partner. AXE was first launched in AXE Gaming last year, with the current partnership being enlarged to an esport league itself.
The deal initiated with the 2019 World Championship through a fully integrated campaign. The details about the said campaign and future activations were not revealed alongside the sponsorship announcement.
Gaurav Raisinghani, Global Director of Axe said:
“AXE has a rich history of championing youth passion points, from music, sport, and culture. We are thrilled to be the first men’s grooming brand to partner with League of Legends Global Esports. We hope to create value for the community and encourage fans to fearlessly express their passion and moves and seize the opportunity, both in and around the game.”
Naz Aletaha, Head of Global Esports Partnerships and Business Development for Riot Games said:
“We are delighted to partner with Unilever’s Axe on League of Legends’ most prestigious esports events,” said Naz Aletaha, Head of Global Esports Partnerships and Business Development for Riot Games. “Axe is a brand that celebrates individuality, inspires confidence, and shares our passion for esports. That perspective, combined with their expertise in activating around major traditional and emerging sports, is sure to enhance our fans’ experience.”
With partners such as Red Bull, OPPO, Mastercard and Louis Vuitton, the “global partners” will be featured on LOL events and broadcasts alike. The partnership has started immediately, as the Worlds for this year are going on right now.