- ELEAGUE and men’s grooming brand AXE have partnered for a sponsorship and multi-platform marketing deal, including custom branded content.
- AXE will sponsor this weekend’s ELEAGUE x Rocket League Game Zone at the Final Four Fan Fest in Minneapolis, Minnesota.
- Turner Sports and Rocket League developer Psyonix recently announced an ad sales and sponsorships deal that includes TV coverage of the Rocket League Championship Series.
Unilever’s AXE men’s grooming products brand has been announced as the official personal care partner of ELEAGUE.
AXE makes an array of products, including body sprays, deodorants, and body washes. The brand was previously confirmed to sponsor the ELEAGUE x Rocket League 
Game Zone presented by AXE, a live activation at this weekend’s Final Four Fan Fest Presented by Capital One in Minneapolis.
According to a release, the deal now extends “throughout the year” with various marketing initiatives across television, digital, social, and live settings. The companies will create custom branded content together, including a behind-the-scenes player interview segment entitled, “You’re Hotter When You’re Chill presented by AXE.”
Related Article: Psyonix and ELEAGUE on How New Deal Can Elevate Rocket League Esports
“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,” said Turner Sports Senior Vice President of Sales Seth Ladetsky, in a release. “They are a perfect fit to activate around ELEAGUE’s young and passionate audiences.”
Ladetsky previously teased an expanded partnership with AXE during an interview with The Esports Observer in March. The Final Four Fan Fest activation includes a Collegiate Rocket League tournament and is part of an exclusive partnership between Turner Sports’ ELEAGUE and Rocket League developer, Psyonix
. That deal sees Turner’s ad sales team handling sponsorships and advertising for the next two Rocket League Championship Series seasons, along with ELEAGUE producing television content based on the league.
