Gillette and Brazil’s top professional League of Legends competition, the Campeonato Brasileiro de League of Legends (CBLoL) has announced a new partnership for the 2019 season after the pair joined forces at the recent CBLoL Winter Grand Finals.
Details on activations between the two will be announced at a later date, however, Gillette did mark the new sponsorship by airing a League of Legends commercial for Brazilian audiences. Gillette will also team up with global media company Webedia and esports broadcast group Versus Studio to develop a new reality show that will follow an aspiring League of Legends player on their quest to win a $50,000 (£38,400) prize.
We spoke with Gillette’s Brand Manager, Emiliano Zamperoni in April about Gillette’s approach to esports: “For more than a century, Gillette has worked with leading professional sports leagues and athletes. So, as one of the largest and fastest growing leagues globally, it’s been very natural for us to enter and partner within the esports community and bring TSM into our roster of all-star athletes globally.”
Looking to the future he added “Looking ahead, we look forward to further expanding upon such partnerships in this ever-growing space. And, given fans are the reason why esports is what it is, we are also committed to continuing to make fans the centre of all that we do.”
This was not the first partnership by Gillette, having worked with League of Legends in the past. Their first move into esports by Gillette was appointed former LoL player and current Origen owner xPeke as one of the company’s ambassadors, alongside the likes of Lionel Messi, Neymar Jr. and Roger Federer.
Esports Insider says: Support for the wildcard regions is great for competition in League of Legends, teams from these regions have continued to show up at major events, especially when certain top regions have failed to do so. Gillette are no strangers to esports and their continued involvement in the scene continues to show the mainstream appeal and the brand power esports can bring.