Unilever and Esports World Cup Team Up for Fresh and Stylish Partnership

Unilever brands, CLEAR MEN Shampoo and AXE Body Spray, have signed on as official partners of the Esports World Cup (EWC), the world's biggest gaming festival taking place this summer in Riyadh, Saudi Arabia. Through this exciting collaboration, Unilever will leverage its leading men's grooming brands to forge a deeper connection with Saudi Arabia's thriving gaming community.

“We're thrilled to partner with Unilever and welcome CLEAR MEN and AXE Body Spray to the Esports World Cup,"" said Mohammed Al Nimer, Sales Director, Esports World Cup Foundation. ""Gamers seek ways to express themselves with confidence, especially from brands that understand their lifestyle. This collaboration allows the EWC to connect gamers with quality products that positively impact their daily routines.""

As the world’s leading male shampoo brand, CLEAR MEN empower men to #KeepAClearHead and boost their performance in life, speaking to the everyday performers who navigate life’s daily pressures and consistently put themselves in front of others. Through this partnership, CLEAR MEN aims to show gamers how staying focused and clear-headed is a key factor in achieving peak performance, both in the virtual gaming world and the real-world challenges men face daily.

"CLEAR MEN’s mission is to empower men to #KeepAClearHead and perform at their peak, whether in gaming or everyday life,” said Tina Chikhani Nader Head of Digital Media and commerce for Unilever GCC. “Given the immense passion for gaming in Saudi Arabia, we are excited to partner with EWC. Through this alliance, we aim to demonstrate how CLEAR MEN can help gamers overcome challenges in-game and in real life, fostering meaningful connections within the gaming community.”

"As for AXE, the brand is all about empowering guys to feel confident and attractive, and our irresistible fresh fragrances are the perfect wingman for achieving that,” continues Chikhani Nader . “We see a natural fit between AXE's brand values of confidence, style, and individuality, and the competitive, self-expressive culture of the gaming world. This partnership is a chance to connect with Saudi gamers on a deeper level and show them how AXE can help them level up their confidence, both in the virtual arena and in real life.""

Renowned for its men's grooming products, AXE aims to become the go-to Body Spray brand for Saudi gamers by actively engaging with the esports community and showcasing how its products help them stay confident and leave a lasting impression, both in-game and out. In supporting the EWC, AXE can equip Saudi gamers to conquer their challenges with unmatched freshness and style.

Both CLEAR MEN and AXE Body Spray recognize that the Esports World Cup is an ideal opportunity to inspire gamers in Saudi Arabia, a country that boasts a staggering gamer participation rate that stands at 89%. By joining forces with the EWC, CLEAR MEN and AXE Body Spray aim to solidify their positions as trusted brands within the vibrant gaming community.