07.03.17
And to think, some people don't consider golf a sport! In a nod to inactivity, Gillette has named Edward Gaming (EDG), described as the “top Chinese League of Legends team in the world,” as the brand’s first ever global esports team partner. EDG will line up alongside iconic sport franchises FC Barcelona and the New England Patriots to round out Gillette’s portfolio of team partnerships and further highlight its dedication to athletes and teams in their pursuit of precision.
Since entering the esports arena earlier this year as partners with ESL, the world’s largest esports company, through a sponsorship of the Intel Extreme Masters (IEM) World Championship, Gillette has immersed itself into the gaming world and continues to expand its commitment to the industry through this partnership.
“We’ve all read about the incredible growth of gaming, but it wasn’t until we partnered with xPeke and witnessed the thousands of devoted fans who packed the Spodek Arena during the IEM World Championship that we truly understood the incredible passion of the gaming community,” said John Mang, vice president, global Gillette. “The commitment to precision and performance under pressure displayed by professional League of Legends teams was inspiring to us and ultimately led us to partner with Gillette’s first esports team EDG, the top team in China and one that’s poised to break out on the global stage in 2017.”
Since entering the esports arena earlier this year as partners with ESL, the world’s largest esports company, through a sponsorship of the Intel Extreme Masters (IEM) World Championship, Gillette has immersed itself into the gaming world and continues to expand its commitment to the industry through this partnership.
“We’ve all read about the incredible growth of gaming, but it wasn’t until we partnered with xPeke and witnessed the thousands of devoted fans who packed the Spodek Arena during the IEM World Championship that we truly understood the incredible passion of the gaming community,” said John Mang, vice president, global Gillette. “The commitment to precision and performance under pressure displayed by professional League of Legends teams was inspiring to us and ultimately led us to partner with Gillette’s first esports team EDG, the top team in China and one that’s poised to break out on the global stage in 2017.”