Gillette have announced their second sponsorship of a League of Legends team, and its first for the North America region. A post on Twitter revealed that Team SoloMid will be added to the men’s shaving and grooming brand’s international list of sports teams, which includes The New England Patriots from the NFL and Barcelona FC.

[perfectpullquote align=”right” cite=”” link=”” color=”” class=”” size=””]A post on Twitter revealed that Team SoloMid will be added to the men’s shaving and grooming brand’s international list of sports teams.[/perfectpullquote]

We’re proud to welcome @TeamSoloMid to our global roster of all-star athletes. pic.twitter.com/kw9YK11Adl — Gillette (@Gillette) September 1, 2017

Currently listed by Forbes as the 29th most valuable brand in the world, Gillette entered the esports space in February of this year by sponsoring the Intel Extreme Masters World Championships in Katowice. As part of the partnership, Enrique “xPeke” Cedeño (an active EU LCS player and founder of Origen) became Gillette’s first “esports ambassador”, starring in a promotional content series titled “Pursuit of Precision”.

[perfectpullquote align=”left” cite=”” link=”” color=”” class=”” size=””]TSM, who just won a 3rd consecutive LCS title, wore new jerseys featuring the Gillette-logo at the finals.[/perfectpullquote]

Then in May, Gilette announced it would be sponsoring EDward Gaming, one of China’s top ranked League of Legends teams. TSM, who just won their third consecutive LCS title, were already wearing their new jerseys featuring the Gillette-logo at the finals. It follows quickly upon the news that T-Mobile would also be partnering with the North American organisation, at the same time as Cloud9.

It is worth noting that Gillette’s sponsorship of The New England Patriots includes naming rights to the team’s home turf (i.e. the Gillette Stadium) in Boston until 2031. Since the NFL team’s owner Robert Kraft is a confirmed Overwatch League slot owner, it’s not unlikely that a sponsorship deal could also emerge with the as-of-yet unnamed Boston Overwatch team.