A New Partnership: AXE Joins League of Legends Esports
Riot Games has announced a new partnership with men’s fragrance brand AXE for their popular game, League of Legends. This multi-year esports sponsorship will include AXE’s participation in various global events hosted by Riot, such as the Mid-Season Invitational, World Championship, and All-Star Event.
Gaurav Raisinghani, AXE’s global director, expressed excitement about the collaboration, stating, “AXE has a rich history of championing youth passion points, from music, sport, and culture. We are thrilled to be the first men’s grooming brand to partner with League of Legends Global Esports.”
The partnership between AXE and League of Legends Global Esports began immediately at the start of the Worlds 2019 tournament, with a fully integrated campaign that included small activations during the broadcast. AXE introduced AXE Gaming last year and aims to inspire more confident play for both professional players and fans of League of Legends. The brand will showcase League of Legends at live events, on broadcast, and at retail stores.
AXE joins the ranks of other global partners, such as Louis Vuitton and Red Bull, in supporting the League of Legends community. As the Worlds tournament continues to captivate audiences worldwide over the next month, AXE’s involvement will be prominently featured.
Riot Games, League of Legends, esports, AXE, partnership, Men’s grooming brand, Worlds 2019.