Contacted by RFT.GG, the LCK gave us more details on the announcement of their new partnership with Gillette, the iconic Procter & Gamble brand that is no stranger to the esports ecosystem. A collaboration that confirms the growing appeal of the Korean scene for major consumer goods companies.
What to expect from Gillette x LCK
The deal, whose duration has not yet been finalized by the organizer, is active from the 2026 LCK season. According to exclusive information shared directly with RFT.GG by the league, Gillette will be integrated across the entire competitive calendar.
"They will be participating in the LCK season in general."
In terms of concrete activations, the brand will be visible through:
- Branded moments integrated into LCK broadcasts, similar to existing segments such as "Posco Fantasteal".
- An LCK Gillette Pack has already been launched, signaling the brand's intent to establish its presence within the community.
According to the league, this partnership was
"formed with a view to leveraging marketing synergies with the LCK fan base".
A young, engaged audience with international reach; the league accumulated over 162 million viewing hours worldwide throughout 2025 (Esports Charts data).
Gillette and esports: a story dating back to 2017
Far from being a newcomer to the industry, Gillette is one of the first major men's grooming brands to have invested in esports.
The brand officially entered the competitive ecosystem by becoming a sponsor of the Intel Extreme Masters (IEM) in Katowice, organized by ESL. Shortly after, it signed its first esports ambassador in the form of Enrique "xPeke" Cedeño, a League of Legends legend.
Gillette then went further by selecting EDward Gaming as its first sponsored club, before making waves on the other side of the Atlantic with an activation alongside and Twitch, where every razor purchase rewarded fans with 250 bits.
Another W from Mehdi