Turner and IMG’s esports tournament brand ELEAGUE has announced a multi-platform partnership with male grooming brand Axe.

Acting as its official personal care partner, Axe will advertise and promote its products through ELEAGUE’s digital, social, and television channels. It will also host live activations and on-site competitions at ELEAGUE events.

Axe will execute its first activation at the upcoming ELEAGUE x Rocket League Game Zone event, in which it is the presenting partner. Taking place over April 5-8th at the NCAA Final Four Fan Fest, the four-day Rocket League competition will include the best Collegiate Rocket League teams.

Seth Ladetsky, Senior Vice President of Sales for Turner Sports commented on the deal: “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. They are a perfect fit to activate around ELEAGUE’s young and passionate audiences.”

The two parties will also collaborate on ‘You’re Hotter When You’re Chill presented by Axe’, a content series that sees players discuss how they remain composed in-game. The series will be “integrated within live and on demand coverage” throughout 2019.

ELEAGUE entered a content, business, and event partnership with Psyonix in February. The deal includes the production of a series of episodes that focus on Seasons 7 and 8 of the Rocket League Championship Series (RLCS) and sees Turner Sports to take control of advertising and sponsorships for the competition.

Esports Insider says: It’s great seeing a partnership that involves such deep integration, Axe is seriously trying its hand at advertising its products to ELEAGUE’s audience. This could have been an half-arsed attempt but it certainly appears otherwise at this point.

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