We are used to seeing Gillette sponsor many different sports athletes, and now they've decided to support yet another. The thing that differs this time is that the company are getting behind an esports athlete.
They will work together with the ESL organisation and be a partner for the League of Legends Intel Extreme Masters (IEM) World Championship in Katowice, Poland, later in February, and be an official sponsor for Enrique "xPeke" Cedeño. He's a professional gamer, but he's also team owner and previously was IEM Katowice Most Valuable Player (MVP).
As usual Gillette had some official things to say about the move, or more specifically John Mang, global vice president, did:
"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 recognise the importance of precision - split seconds and minute movements make big differences. We get that obsession with precision better than anyone. Gillette is thrilled to partner with ESL to join this evolving and growing community."
One of the things Gillette will offer the players at IEM Katowice is customised Gillette razor handles, so we assume it will be one of the best shaved events so far in the world of esports.
