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The biggest esports league in China, League of Legends Pro League (LPL), has announced a new partnership with condom and lubricant brand, Durex.
The British brand promotes safe sex through the use of their rubber products, varying from thin, to lubricated, to flavored ones.
Considering that Durex is one of the best-selling condom brands around the world, this partnership is huge for the LPL. The condom brand has a dominant market share of 45% in China as of 2015 according to areport by The Economist.
LPL teams up with condom company Durex ahead of League of Legends MSI and Worlds
As part of this collaboration, fans can look forward to Durex being featured during theleague’s regular broadcasts, the upcoming mandarin broadcast ofMid-Season Invitational (MSI), and the highly anticipatedWorld Championship (Worlds), according tothe league’s post on Weibo.
This announcement is particularly noteworthy given the league’s existing partnerships.
For MSI and Worlds, Riot Games has also partnered with other big brands such as smartphone brand OnePlus, networking manufacturer Cisco, the energy drink brand Red Bull, mobile network Verizon, automotive company Mercedes Benz, credit card company MasterCard, and more.
League of Legends Pro League is affiliated with several notable brands, including the technology company Intel, chair manufacturer TGIF, and energy drink War Horse, to name a few.
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.
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