League of Legends pro xPeke becomes Gillette ambassador

31 January 2017


In an announcement on his Twitch channel today it was revealed that xPeke is now an ambassador for Gillette

The Spanish League of Legends player, real name Enrique Cedeño Martínez, has been a significant figure in professional LoL for some time.

He started out with Fnatic, and now aged 24, is the substitute midlaner for Origen. This is an organisation he founded. His career has also seen him become a Red Bull athlete, and he has his place in the history books as the first League player to do so. 

Now xPeke has another first to his name as Gillette’s first ambassador in esports. Of his new role he said told the brand’s Marketing Director: “I’m super excited to start working with Gillette. It’s a dream come true. Growing up I watched Federer, he was with you, I watched Neymar, he was with you and now I am too.”


Other big names that have been a part of Gillette’s sporting ambassadors program include Thierry Henry and Tiger Woods. Cedeño joins an exclusive lineup of some of the world’s best sporting talent, and the player noted in the presentation interview on Twitch that his addition and Gillette’s entry amongst others “makes esports more real, and now everyone is trying to understand it as they can better understand that it is a real thing happening.”

He continued: “I’m happy and humbled to be their first global esports ambassador and get the chance to show more of the world how much precision esports requires.”

In the interview Gillette’s Marketing Director kicked it off with a dual announcement: “As you know Gillette has been partnering with athletes for a long time. This is a big step for us as we’re entering a new world with esports. In partnership with ESL we’ll be sponsoring the Intel Extreme Masters in Katowice 2017.”

“We’re also delighted to welcome xPeke to our ambassadorial family as our first esports athlete. As an experienced player and now a team owner, I don’t think we could have found anyone better.”

Craig Levine, CEO of ESL North America commented: “Gillette has been a leader in sports for many years, often partnering with the top leagues and players, and we are thrilled to welcome such an iconic global brand to our ESL family. Gillette understands the growing popularity of esports and will play an integral role in helping us enhance the fan experience at the IEM Katowice World Championship.”

Esports Insider says: A double whammy from Gillette with a major tournament sponsorship announcement and the signing of xPeke as an ambassador. Make no mistake as far as ‘entering the mainstream’ goes for esports, this is a major achievement. Congratulations to xPeke and we look forward to seeing him promote ‘the best a man can get’.