Korean League of Legends competition LCK has announced a new partnership with North American personal care brand Gillette.
Even though the scope of the collaboration and financial terms of the deal were not disclosed, Gillette will be joining ahead of the start of the LCK 2026 season, which is set to start next month.
The Korean league continues to strengthen its portfolio of partners, which already includes the likes of Logitech, Red Bull, Woori Bank, OP.GG, and INSPIRE, among others.
The LCK’s latest commercial additions were Dunamu, which operated cryptoexchange currency Upbit, and a 5-year deal with both Naver and SOOP for exclusive broadcasting rights.
Gillette Returns to League of Legends After 7 Years
While the personal care brand has continued to stay in the gaming and esports space in recent years, especially on other popular games such as EA FC and Fortnite, Gillette’s return to the MOBA game comes after a seven-year break.
Gillette was particularly active between 2017 and 2019, sponsoring League of Legends events across different regions, including the 2017 Intel Extreme Masters (IEM) in Katowice, Poland, and the CBLOL in 2019. Additionally, the brand also had a sponsorship deal with the Chinese team EDward Gaming back in 2017 and signed former pro player and Enrique ‘xPeke’ Cedeño Martínez as its ambassador.
The LCK Turns Its Eyes to First Stand
With the LCK Cup Finals over, fans will now be turning their attention to the first international tournament of the year, First Stand.
Starting on March 16th in São Paulo, Brazil, the LCK will be sending finalists Gen.G and BNK FearX to First Stand.
According to the tournament format, the two teams will be placed into two different groups, competing in a double-elimination bracket to determine the top four that advance to the playoffs. All matches will feature a best-of-five Fearless Draft series.
