Unilever-owned male grooming brand Axe has signed as a multi-year partner of League of Legends Esports’ global events – the Mid-Season Invitational, World Championship, and All-Star Event.
The deal was brokered for Riot Games by the CAA Sports agency, the global agency for League of Legends. Axe joins a group of League of Legends partners which includes Louis Vuitton, Mastercard, Alienware, State Farm, Secretlab, Oppo and Red Bull.
The global partnership with Axe will launch immediately at the 2019 League of Legends World Championship with an integrated campaign, created by Axe with the Amsterdam office of the 72andSunny agency.
Under the Axe Gaming banner, the brand will activate in League of Legends play, as well as at live events, on broadcast, at retail, and more.
Gaurav Raisinghani, global director for Axe, said: “Axe has a rich history of championing youth passion points, from music, sport, and culture.
“We hope to create value for the [esports] 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: “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.”
Separately, Los Angeles-based Riot Games said this week it is working on six new games.
The games include a version of Wild Rift for mobile and console platforms that will launch in 2020, and Legends of Runeterra, a competitive card game that takes place in the League of Legends universe.