Gillette Partners with League of Legends Team EDward Gaming
by Matt Best
Gillette continues to dive deeper into the esports world, this time with League of Legends team, EDG. Gillette is already in the esports world with their partnership with Enrique "xPeke" Cedeño Martinez as their global brand ambassador. They also have an existing partnership with the ESL. However, their venture with EDG will mark the first time they've partnered with an esports team.
"It is an honor to be Gillette’s first esports team," said David Ng, President of EDG. "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."
For Gillette, they're looking forward to getting more submerged in the world of esports. Their existing partnership with xPeke has opened up their eyes. "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 John Mang, Vice President, Global Gillette. "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 already has a plethora of traditional sports partners including football club FC Barcelona and the NFL's New England Patriots. Having another branch into the world of esports will only help grow the scene forever. Exposure to clubs such as FC Barcelona and the New England Patriots will help expand the scene into places it has yet to go.
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