TNL eSports Brand Tracker 020: Gillette

TNL ESPORTS BRAND TRACKER 020: GILLETTE

Gillette Invests In eSports (Photo: Gillette)

Gillette Invests In eSports (Photo: Gillette)

Is it spelled Razer or Razor?

With how involved the former company is, it's often hard to remember. But now, the razor companies have come to change that.

Gillette at ESL Katowice (Photo: Kotaku)

Gillette at ESL Katowice (Photo: Kotaku)

Razor brands have been sponsoring eSports events for years. In 2012 Major League Gaming (MLG) promoted Bic Flex 4 Razors at their events, in 2013 Dollar Shave Club started supporting streamers and recently sponsored Turner's ELEAGUE - but the largest razor brand was noticeably missing.

MLG Starcraft II Prizefights, sponsored by Bic (Photo: Team Liquid)

MLG Starcraft II Prizefights, sponsored by Bic (Photo: Team Liquid)

The Gillette Championship (Source: Gfinity)

The Gillette Championship (Source: Gfinity)

The eSports battle between Unilever's Dollar Shave Club and Gillette is starting to ramp up.

Gillette has been taking their eSports campaign in three directions:

/1 PLAYERS AND TEAMS

In January 2017, Gillette signed on professional League of Legends player xPeke as their first eSports ambassador. For comparison, Gillette's other ambassadors include Joe Hart (English Footballer), Neymar Jr (Brazillian Footballer), Lionel Messi (Spanish Footballer), Ki Sung-Yueng (South Korean Footballer) ... the list of soccer players goes on.

Gillette xPeke

Gillette doesn't need to field or sponsor their own team as their ambassador program does the job. We've seen this strategy before in eSports - Red Bull is known for their personal sponsorships of Starcraft players and Bud Light did it last year with their All Star program.

Gillette's "Within Reach" commercial is joked as xPeke's "Sellout" video (Source: YouTube)

/2 TOURNAMENTS

Since Dollar Shave Club got ELEAGUE, Gillette went with something comparably big. Gillette also recently signed a deal to sponsor ESL IEM Katowice 2017. IEM Katowice is usually the largest event the company puts on and this year was no different, which extended to two weekends.

Gillette also sponsored the New England Patriots' Madden Club Series Championship. Gillette is a major partner of the Patriots, of which owner Robert Kraft is - cough, rumors, cough -  purchasing an Overwatch League franchise.

A Gillette Activation at IEM Katowice (Photo: YouTube)

A Gillette Activation at IEM Katowice (Photo: YouTube)

/3 CONTENT

A joint-venture between two media publications, Kotaku and Deadspin, was announced on Februrary 2017 to focus on eSports called Compete.

On May 13th, a Gillette-sponsored Street Figher V "Pros vs Joes" event was held at the Compete NYC headquarters.

Compete NYC HQ Street Fighter V event (Source: Compete)

Compete NYC HQ Street Fighter V event (Source: Compete)

Gillette's eSports strategy is reminiscent of Red Bull - who also have tons of personal sponsorships, integration with large events, and involvement with a media organization. 

Banner advertisement on Kotaku/Deadspin Compete. (Source: Compete)

Banner advertisement on Kotaku/Deadspin Compete. (Source: Compete)

Gillette's strategy also closely follows that of GEICO and how they've place their eSports bets.

Sounds like a good strategy to me.

TNL eSports Brand Tracker 006: Nestle Peters Maxibon and Avant Gaming

TNL ESPORTS BRAND TRACKER 006: MAXIBON AND AVANT GAMING

TNL eSports Brand Tracker 006: Maxibon and Avant Gaming (Photo: Avant Gaming)

TNL eSports Brand Tracker 006: Maxibon and Avant Gaming (Photo: Avant Gaming)

TNL Take: I recently mentioned that the CPG Ad category should see big growth within eSports this year.

Based on January alone, CPG is the leading Ad category for eSports investment in 2017.

Recently, Australian eSports team Avant Gaming announced their partnership with Peters Maxibon, an ice cream Brand whose parent company is Nestle.

This is Australia's 2nd Non-Endemic Brand investment after St. George's Bank last year and the first in CPG - or FMCG (Fast Moving Consumer Good) as they say Down Under.

This is also not Nestle's first eSports investment having done 2 programs with their Hot Pockets Brand last year.

Outside of being included on Avant Gaming's Twitter and Jersey, further details were not revealed.

Although I hope next time their sponsored content is better than the announcement video.

TNL eSports Brand Tracker 046: FYM Hot Sauce and Complexity Gaming

TNL ESPORTS BRAND TRACKER 046: FYM Hot Sauce and compLexity

TNL eSports Brand Tracker 046: FYM (Photo: FYM Hot Sauce)

TNL Take: No you read that correctly.

A hot sauce company has partnered with one of NA's biggest eSports teams, compLexity.

There weren't many details on the Sponsorship but I think there's a cooler story here.

FYM started out as a Kickstarter project back in 2014.  This is actually their second eSports team partnership having first worked with DOTA 2 squad Team NP back in October.

FYM Hot Sauce and Team NP (Photo: FYM Hot Sauce)

compLexity GM Kyle Bautista said that he saw the FYM on the front page of Reddit and then again not only talking about eSports sponsorships - but trolling on Reddit - and realized he got the eSports opportunity.

That's so awesome.

I root for the underdog and to those that say I'm going to do something no matter what it takes.

Well done FYM.

TNL eSports Brand Tracker 037: Slim Jim and Nadeshot

TNL eSports Brand Tracker 037: Slim Jim and Nadeshot

TNL eSports Brand Tracker 034: Slim Jim (Photo: Slim Jim)

TNL Take: The Nadeshot Brand Sponsorship train keeps moving along.  

After the previous deal with Hot Pockets, ConAgra Food's Slim Jim partners with the former Call of Duty Champ.

TNL eSports Brand Tracker 034: Slim Jim (Photo: Slim Jim YouTube)

This looks like a quick, one-time deal with a promotion on Twitter with a #SettleTheBeef hashtag.

Regardless, another mainstream CPG brand working within eSports even with a "retired" Athlete.