Brand Activation

Axe Grinds League of Legends Partnership

By: Chris Pursell |

Axe is the latest brand to enter the world of League of Legends, locking in a multi-year deal with Riot Games to serve as the official men’s grooming partner of League of Legends’ global events: Mid-Season Invitational, World Championship, and All-Star Event.

“AXE has a rich history of championing youth passion points, from music, sport, and culture. We are thrilled to be the first men’s grooming brand to partner with League of Legends Global Esports,” said Gaurav Raisinghani, Global Director for AXE. “We hope to create value for the community and encourage fans to fearlessly express their passion and moves and seize the opportunity, both in and around the game.”

The partnership will launch immediately at the 2019 League of Legends World Championship with a fully integrated campaign, created by AXE with 72andSunny Amsterdam.

“We are delighted to partner with Unilever’s AXE on League of Legends’ most prestigious esports events,” said Naz Aletaha, Head of Global Esports Partnerships and Business Development for Riot Games. “AXE is a brand that celebrates individuality, inspires confidence, and shares our passion for esports. That perspective, combined with their expertise in activating around major traditional and emerging sports, is sure to enhance our fans’ experience.”   

AXE first introduced AXE Gaming last year in an attempt “to champion the countless ways people are using gaming as a way to confidently express themselves and connect with others.”

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