NEW YORK: Unilever men’s grooming brand Axe has teamd up with esports content and tournament provider Eleague and will serve as its official personal care partner.
The collaboration will include a number of promotional and marketing initiatives across television, digital, social, and on-site at competitions, putting Axe’s full line of body sprays, deodorants, anti-perspirants, body washes, shampoos and styling products front and center with Eleague’s fans – reaching more than 52 million people each month across linear and digital platforms.
“As Eleague continues to innovate with new fan experiences, we are thrilled to bring on brands like Axe that really get the excitement of esports,” says Seth Ladetsky, senior vice president of sales for Turner Sports. “They are a perfect fit to activate around Eleague’s young and passionate audiences.”
With the sponsorship already underway, the men’s grooming brand will be activating around the first-ever Eleague x Rocket League Game Zone presented by Axe, taking place within the Final Four Fan Fest presented by Capital One, Friday-Monday, April 5-8, at the Minneapolis Convention Center.
Additionally, Axe and Eleague will create custom content features, including You’re Hotter When You’re Chill presented by Axe, which features players in candid conversations about how they keep calm during critical in-game situations. These features will be integrated within live and on demand coverage throughout the year across tournaments and on Eleague’s social pages.
