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Gillette Signs First eSports Athlete

February 1, 2017

Deal with xPeke and will sponsor IEM World Championship in Poland.

Gillette has aligned itself with some of the most prominent athletes and sports leagues in the world, and now the P&G brand has inked its first partnership in the world of gaming. It will partner with ESL, the world’s largest eSports company, in a sponsorship of the League of Legends Intel Extreme Masters (IEM) World Championship later this month in Katowice, Poland.

Leading Gillette’s entrance into gaming is the brand’s first ever eSports athlete, Enrique “xPeke” Cedeño. xPeke is uniquely qualified to join Gillette’s line-up of all-star athletes from his success as a professional gamer, team owner, and former IEM Katowice Most Valuable Player (MVP).

“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. Gamers at all levels recognize the importance of precision – split seconds and minute movements make big differences. We get that obsession with precision better than anyone,” said John Mang, Vice President, global Gillette. "Gillette is thrilled to partner with ESL to join this evolving and growing community.”

Gillette will offer the teams and fans at IEM Katowice the opportunity to customize Gillette razor handles using 3D printing technology at its RZR MKR Design Studio. Additionally, the brand will provide grooming services to all League of Legend’s competitors throughout the opening weekend and will host autograph sessions and other activities with xPeke.

In addition to the RZR MKR Design Studio experience, Gillette will give fans an exclusive inside look at xPeke through the “Pursuit of Precision” content series.

“As a former IEM Katowice MVP and current team owner, I understand the relentless pursuit of precision required to be the best player I can possibly be,” said xPeke. “Gillette obsesses over razor blades the same way I obsess over League of Legends strategy and it’s that common dedication that made me realize how much Gillette actually has in common with gamers,” explained xPeke. “I’m happy and humbled to be their first global eSports ambassador and get the chance to show more of the world how much precision eSports requires.”

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