Gillette add TSM to esports portfolio with latest partnership

Gillette announced late last week that it has partnered with TSM, in the company’s second team sponsorship of late.

The world-renowned shaving brand entered into a partnership with EDward Gaming (“EDG”) back in May after adding Enrique Cedeño Martínez, also known as “xPeke” as a Gillette ambassador back in January. Now, it has added Team SoloMid to the fray just before they were in action at the North American League of Legends Championship Series Finals where the team beat Immortals by three games to one to make it three titles on the bounce. 

Additionally, Søren “Bjergsen” Bjerg, TSM’s superstar mid-lane player won MVP of the split for the fourth time. It’s safe to say that Gillette’s activation got off to a solid start with the amount of camera time the squad had over the weekend. 

xPeke joined the likes of Neymar Junior, Antoine Griezmann and Rodger Federer as Gillette sponsored athletes and now TSM join a club portfolio including footballing giants FC Barcelona and the NFL franchise New England Patriots. 

Over the weekend Gillette were in attendance in Boston at the League of Legends NA LCS Finals, gaining solid traction with their social media efforts throughout the day. 

It comes amidst another busy week of non-endemic esports companies entering the fray. For the European League of Legends Championship Series, BMW was confirmed before the weekend as the official partner of the event. Players were ferried between hotel and venue in League of Legends customised BMW cars. Just the week before, ESL One Hamburg, the first Dota 2 major of the year confirmed that Mercedes would jump on board as the official partner. 

Esports Insider says: Congratulations to TSM and Gillette on the partnership. There’s more and more deals being done by the day; but what will be next? How about Porsche?