A new relationship between Durex, a condom and lubricant manufacturer, and League of Legends Pro League (LPL), the professional League of Legends league for China, has been revealed.
As part of this collaboration, fans can look forward to Durex being featured during the league’s regular broadcasts, the upcoming mandarin broadcast of Mid-Season Invitational (MSI), and the highly anticipated World Championship (Worlds), according to the league’s post on Weibo.
This announcement is particularly noteworthy given the league’s existing partnerships. League of Legends Pro League is affiliated with several notable brands, including the technology company Intel, chair manufacturer TGIF, smartphone brand OnePlus, energy drink War Horse, and automotive company Mercedes Benz, to name a few.
LPL teams up with condom company Durex ahead of League of Legends MSI and Worlds
The franchise teams’ parent companies are also partners with the LPL, including LNG Esports’ Li-Ning, an athletic apparel company, JD Gaming’s Jingdong, an e-commerce company, and Thundertalk’s TT Yuyin, a social platform for mobile games.
This tie-up with League of Legends might just be the condom brand’s biggest venture into the esports and gaming scene. In the past, Durex has included video games in their advertisements, once riding the hype of the multiplayer game, Among Us, and the release of the PlayStation 5.