Gillette is sponsoring the upcoming IEM LoL championship, signs player xPeke

What do male razors and competitive gaming have in common? We don’t know, but Gillette is apparently sponsoring the League of Legends Intel Extreme Masters in Katowice this March, as part of a global partnership with ESL.

The well-known brand, owned by Procter & Gamble and best known for its range of razor products, has also signed professional League of Legends player Enrique ‘xPeke’ Cedeño, a former world champion and team owner of Origen.

Gillette’s RZR MKR Design Studio will offer teams and fans the chance to customize their own Gillette razor handles using 3D printing technology at the IEM tournament, as well as providing grooming services to all League of Legend’s competitors during the opening weekend.

John Mang, Vice President of Gillette, praised the passion of gamers at all levels to be the best, also stating that Gillette “share that passion and focus on precision.” The brand has previously dabbled in competitive gaming through their Pro Evolution Soccer-based Gillette Championship, hosting the live finals at the Gfinity Arena last July.