Durex Signs Partnership Deals With League of Legends Pro League, MSI, and Worlds

Durex has entered into a series of partnership agreements with Riot Games, marking the brand’s first official foray into the League of Legends esports ecosystem. The deal encompasses sponsorship rights for the League of Legends Pro League (LPL), the Mid-Season Invitational (MSI), and the League of Legends World Championship (Worlds). While the financial terms of these agreements remain undisclosed, the move represents a significant expansion of the brand's presence in competitive gaming.

The partnership is set to debut at the 2023 Mid-Season Invitational, which takes place in London from May 2 to May 21. Given the brand's concurrent sponsorship of the LPL, it is anticipated that Durex will engage in collaborative marketing efforts with Chinese teams participating in the tournament, such as Jing Dong Gaming and Bilibili Gaming. This strategy aligns with the brand's previous involvement in the esports sector, including its 2022 sponsorship of the Naraka Bladepoint World Championship.

These agreements solidify Durex's position among a diverse roster of established sponsors currently supporting the LPL, which includes major global entities such as Intel, Mercedes-Benz, and OnePlus. By securing these high-profile partnerships, Durex joins a growing trend of consumer health brands seeking to reach the expansive and engaged demographic within the professional League of Legends circuit. The move underscores the increasing commercial maturity of the LPL and the broader international appeal of Riot Games' premier esports events.