Gillette® Enters eSports Through Global Partnership with ESL as Sponsor of the League of Legends Intel® Extreme Masters World Championship Katowice 2017

Signs Legendary League of Legends Player xPeke as New Global Brand

BOSTON–(BUSINESS WIRE)–For more than 100 years Gillette® [NYSE: PG], the world’s leading male
grooming brand, has aligned itself with some of the most prominent and
respected athletes and sports leagues in the world. Today, the brand is
proud to announce a new partnership with ESL, the world’s largest
eSports company, through a sponsorship of the League of Legends Intel®
Extreme Masters (IEM) World Championship in Katowice, Poland from
February 24-26, 2017. Leading Gillette’s entrance into gaming is the
brand’s first ever eSports athlete, Enrique “xPeke” Cedeño. xPeke is
uniquely qualified to join Gillette’s line-up of all-star athletes from
his success as a professional gamer, team owner, and former IEM Katowice
Most Valuable Player (MVP).

Gillette Experience at the League of Legends Intel® Extreme Masters
World Championship Katowice 2017

“It’s been exciting and eye-opening as we’ve immersed ourselves in the
gaming community and discovered that both professional and amateur
gamers have a lot in common with other premier athletes and sports
fanatics. Gamers at all levels recognize the importance of precision –
split seconds and minute movements make big differences. We get that
obsession with precision better than anyone,” said John Mang, Vice
President, Global Gillette. “Gillette is thrilled to partner with ESL to
join this evolving and growing community.”

Demonstrating a shared passion for cutting edge technology, Gillette
will offer the teams and fans at IEM Katowice the opportunity to
customize Gillette razor handles using 3D printing technology at its RZR
MKR Design Studio. Additionally, the brand will provide grooming
services to all League of Legend’s competitors throughout the opening
weekend and will host autograph sessions and other activities with xPeke.

“Gillette has been a leader in sports for many years, often partnering
with the top leagues and players, and we are thrilled to welcome such an
iconic global brand to our ESL family, ” said Craig Levine, CEO of ESL
North America. “Gillette understands the growing popularity of eSports
and will play an integral role in helping us enhance the fan experience
at the IEM Katowice World Championship.”

In addition to the RZR MKR Design Studio experience, Gillette will give
fans an exclusive inside look at one of the best and most relentless
eSports players in the world, xPeke. The “Pursuit of Precision” content
series will bring fans closer to the legendary xPeke as he visits the
Gillette World Shaving Headquarters in Boston and discusses the
precision required to be a top eSports player and the added pressures of
owning a League of Legends team during the current eSports boom.

“As a former IEM Katowice MVP and current team owner, I understand the
relentless pursuit of precision required to be the best player I can
possibly be,” said xPeke. “Gillette obsesses over razor blades the same
way I obsess over League of Legends strategy and it’s that common
dedication that made me realize how much Gillette actually has in common
with gamers,” explained xPeke. “I’m happy and humbled to be their first
global eSports ambassador and get the chance to show more of the world
how much precision eSports requires.”

For additional information, please visit Gillette’s
YouTube channel
to view the “Pursuit of Precision” content series
which will posted on February 6th.

About Gillette

For over 110 years, Gillette has delivered precision technology and
unrivalled product performance – improving the lives of over 750 million
men around the world. From shaving and body grooming, to skin care and
sweat protection, Gillette offers a wide variety of products including
razors, shave gel (gels, foams and creams), skin care, after shaves,
antiperspirants, deodorants and body wash. For more information and the
latest news on Gillette, visit
To see our full selection of products, visit

About Procter & Gamble

P&G serves consumers around the world with one of the strongest
portfolios of trusted, quality, leadership brands, including Always®,
Ambi Pur®, Ariel®, Bounty®, Charmin®, Crest®, Dawn®, Downy®, Fairy®,
Febreze®, Gain®, Gillette®, Head & Shoulders®, Lenor®, Olay®, Oral-B®,
Pampers®, Pantene®, SK-II®, Tide®, Vicks®, and Whisper®. The P&G
community includes operations in approximately 70 countries worldwide.
Please visit
for the latest news and information about P&G and its brands.

About ESL

ESL, a part of the international digital entertainment group MTG,
is the world’s largest esports company, leading the industry across the
most popular video games with numerous online and offline competitions.
It operates high profile, branded international and national leagues and
tournaments such as the Intel® Extreme Masters, ESL One, ESL National
Championships and other top tier stadium-size events, as well as
grassroots amateur cups, leagues and matchmaking systems. ESL covers a
broad field of services in gaming technology, event management,
advertising and television production, fully catering to the needs of
the esports ecosystem. With offices in North America, Germany, Russia,
France, Poland, Spain, China, and partners in many other countries, it
has a truly global footprint.

About Intel® Extreme Masters

Intel® Extreme Masters is the longest running global pro gaming tour in
the world. Started in 2006 by ESL, the competition features StarCraft
II, League of Legends, and Counter-Strike: Global Offensive tournaments
in Europe, Asia, and North and South America. ESL’s online broadcast of
Intel Extreme Masters reaches over 20 million viewers on Twitch each


Elena Barrientos Toro, +41 795 187 785
on behalf P&G
Sean Flynn, +44 (0)785 180 9896