Riot Games has revealed that Axe has now partnered with League of Legends Esports as part of a multi-year esports sponsorship, becoming the official men's grooming partner of the Mid-Season Invitational, All-Star Event, and Worlds.
"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," said Gaurav Raisinghani, Global Director for Axe. "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."
"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."
The partnership has started immediately, as the Worlds for this year are going on right now.
Is this a good partnership?