Riot Games’ Liga Latinoamérica (LLA), the premier Latin American League of Legends competition, has announced a partnership with Axe.
The agreement will see Axe, a male grooming product brand also known in select territories as Lynx, provide support for League of Legends esports in Latin America throughout the rest of 2020.
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Last October, Axe entered a multi-year sponsorship of League of Legends esports. The deal saw Axe named as the official men’s grooming partner of League of Legends’ global events: the Mid-Season Invitational, World Championship, and All-Star Event.
Lila López, Marketing Director at Axe, commented on the deal: “At AXE® we are pleased to be part of this important alliance with the Latin American League, since League of Legends is not only about a way of playing, but a way of living.”
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The expansion of the two companies’ partnership comes after Riot Games merged its previous leagues for Latin America North and Latin America South into a single competition, following the agreement of a deal with Mexican television network Azteca Deportes. Since then, the LLA has also unveiled a new brand identity, which aims to rekindle audience interest following the merging of the two leagues.
Daniel Morales, Esports Account Manager at Riot Games LATAM, also shared his thoughts on the deal: “We are pleased to see how our global partners see an opportunity to develop actions together with the LLA in Mexico and Latin America. Being able to work with AXE® allows us to experience the same actions seen in events like Worlds and MSI with our players throughout the region.”
Esports Insider says: The activities Axe set up at last year’s Esports Village proved immensely popular with visiting fans. Alongside recent partnerships with Barracks.GG, Azteca Deportes, and Cinimax, the LLA is set up well to continue serving fans of the LLA throughout the rest of 2020.
Note: The quotes in this article have been translated from Spanish.