Gillette appoints e-athlete Enrique xPeke Cedeno as global ambassador

By Sarah Parsons | Published: 1-Feb-2017

The P&G brand is working for the first time with an online gamer, coinciding with its latest sponsorship deal of world's largest egaming event ESL

Gillette has named its first ever eSports athlete Enrique “xPeke” Cedeño as its new global ambassador.

The P&G owned brand will be working with the world’s largest esports event ESL by sponsoring the League of Legends Intel Extreme Masters (IEM) World Championship in Katowice, Poland, later this month.

xPeke is a professional gamer, team owner and former IEM Katowice Most Valuable Player.

He will be joining a long list of acclaimed sports players to have partnered with the brand, including Roger Federer, Thierry Henry and Tiger Woods.

Fans of xPeke will be able to watch the Pursuit of Perfection series on Gillette’s YouTube channel for a backstage look at the gamer.

“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,” said xPeke.

To support the sponsorship deal Gillette will be offering ESL fans customised 3D printed razor handles at the event as well as autograph sessions with the ambassador.

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