Durex signs partnership agreements with League of Legends Pro League, MSI and Worlds

condom brand durex announced that it has signed multiple partnership agreements with Riot Games for the League of Legends Pro League (LPL), Mid-Season Invitational (MSI), and League of Legends World Championship (Worlds).

The financial terms of the deal were not disclosed. Durex is owned by UK-based Reckitt Benckiser and is a brand of condoms and personal lubricants sold and marketed worldwide.

TJ Sports operates the LPL, Riot Games and Tencent joint venture in China, while Riot operates MSI and Worlds as The two biggest annual events in the League of Legends esports ecosystem. This partnership is a significant milestone for Durex because it represents This is the first time that the brand has signed a League of Legends esports trademark agreement. LPL has several high-profile sponsors for 2023, including Intel, Mercedes-Benz, smartphone company OnePlus, e-commerce company Jing Dong, and Chinese clothing company Li-Ning.

The League of Legends MSI 2023 tournament will be held in London from May 2-21 and will be the first place to highlight the Durex brand. Since it has also signed partnerships with LPL, the brand is likely to collaborate with MSI’s LPL teams, including Jing Dong Gaming (JDG) and Bilibili Gaming (BLG).

Before Durex entered the League of Legends esports scene, it sponsored NetEase’s first Naraka Bladepoint World Championship in January 2022, along with Jing Dong. In addition, another condom brand, JISSBON, has signed a sponsorship agreement with the Chinese Dota 2 team PSG.LGD.

Add that the association left several “strange” comments from fans on social networks.

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