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AXE Announced as New LoL Esports Partner

AXE Partners with League of Legends Global Esports

We are excited to announce yet another partner for League of Legends Esports - AXE®! Through this multi-year esports sponsorship, the world’s No. 1 men’s fragrance brand will now be the official men’s grooming partner of League of Legends Esports’ global events: Mid-Season Invitational, World Championship, and All-Star Event. The partnership will launch immediately at the 2019 League of Legends World Championship with a fully integrated campaign, created by AXE with 72andSunny Amsterdam.


AXE Gaming aims to inspire more confident play for League of Legends esports pros and fans alike. Fans can look forward to seeing AXE Gaming celebrate professional League of Legends play as well as the community at live events, on broadcast, at retail, and more. 


“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.”


AXE is a brand icon in the portfolio for Unilever, which partners through its brands a multitude of properties around the world, including ROKit Williams Racing in Formula One, NCAA, Copa Libertadores, La Liga, City Football Group, Chelsea Football Club, Boca Juniors, River Plate, and more.


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.”   


AXE first introduced AXE Gaming last year in an attempt to champion the countless ways people are using gaming as a way to confidently express themselves and connect with others. This will be the brand’s first partnership with an esports league, joining League of Legends Esports’ best-in-class partners which now include Louis Vuitton, Mastercard, Alienware, State Farm, Secretlab, OPPO, and Red Bull.