Shaving brand Gillette has entered the eSports market with gusto with it revealing a sponsorship of the League of Legends Intel Extreme Masters (IEM) World Championship in Katowice, Poland 24-26 February.
The male-centred brand is set to benefit from the widespread exposure granted through the deal which will see it tied to arguably the most widely played eSports game, League of Legends, in a tournament hosted by ESL, one of the leading networks in the industry.
Specialised razor handles will be created using 3D printers on site, granted to fans and participating teams.
John Mang, global vice president at Gillette, said: Read full story ›
Source: The Drum
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