After flirting as sponsor for ELEAGUE’s x Rocket League Game Zone presented by AXE at the Final Four Fan Fest this weekend, men’s grooming brand AXE and ELEAGUE are now going long-term, locking in a deal for the brand to serve as Official Personal Care Partner of ELEAGUE. The collaboration will include a number of promotional and marketing initiatives spanning television, digital, social, and on-site at competitions, connecting AXE’s line of body sprays, deodorants, anti-perspirants, body washes, shampoos and styling products with ELEAGUE’s fans.

In addition to this weekend’s promotion, 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.

“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.”