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Unilever’s AXE fragrance brand has been named the official men’s grooming partner of League of Legends esports’ global events. The multi-year deal covers the Mid-Season Invitational, All-Star Event, and World Championship—the latter of which began its group stage today. Financial terms were not disclosed.
While specific activation details were not provided, the announcement described “a fully integrated campaign,” created by AXE and agency 72andSunny Amsterdam. AXE Gaming branding is already being shown on broadcasts and at the live event at Berlin’s Verti Music Hall, and retail presence was also mentioned.
“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, in a statement. AXE is known as Lynx in the United Kingdom, Ireland, Australia, New Zealand, and China. Lynx is also a sponsor of Chinese Dota 2 team PSG.LGD.
AXE joins a number of new global partners announced in the run up to the 2019 World Championships, including Red Bull, Chinese mobile phone brand OPPO, and Louis Vuitton.
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