Gillette Signs Deals With Spanish LoL Player, ESL World Championship Event

Gillette has become the latest classic sports marketer to enter esports, announcing a pair of European sponsorship deals on Tuesday. Gillette signed a personal services contract with Spanish League of Legends player Enrique Cedeño Martinez, better known by his gaming handle xPeke. In '14, Martinez left team Fnatic to found the franchise Origen. Gillette also struck a deal with ESL, the largest tournament organizer in the world, to sponsor the upcoming Intel Extreme Masters world championship tournament in Katowice, Poland, in February. Terms were not disclosed. Gillette will activate its tournament sponsorship by offering fans a chance to customize their own Gillette razor handles using 3D printers at an on-site design studio, and also provide free grooming to all athletes. Gillette Global VP John Mang: "It’s been exciting and eye-opening as we’ve immersed ourselves in the gaming community and discovered that both professional and amateur gamers have a lot in common with other premier athletes and sports fanatics."