Riot Games, the developer of the popular multiplayer online battle arena game, League of Legends (LoL), has announced a partnership with Durex, a condom brand. The partnership includes multiple sponsorships for various LoL esports events, including the League of Legends Pro League (LPL), the Mandarin broadcast for the Mid-Season Invitational (MSI), and the League of Legends World Championship (Worlds). This move by Durex is considered a significant entry into the competitive gaming and esports industries.
Many fans of the LoL community have reacted to the announcement with a mix of humor and surprise. Some fans found the partnership humorous, with many cracking jokes about the deal after the announcement. Others laughed because it goes against gamer stereotypes. Many fans also responded with comments like “full-field protection,” “match made in heaven,” and “make your games last longer.”
This partnership is not the first time Durex has capitalized on the popularity of video games inside their advertising. The condom company has sponsored Rocket League competitions, the Naraka Bladepoint World Championship in 2022, and has featured in advertising for the multiplayer game Among Us and the PlayStation 5’s release. Durex’s sponsorship is also an addition to LoL Esports’ many noteworthy partnerships, including Intel, Red Bull, smartphone brand OnePlus, and automotive company Mercedes Benz, to name a few.
The LoL Mid-Season Invitational, featuring 13 teams from different LoL competitive leagues, will take place from May 2-21 at the Copper Box Arena in London. The tournament will be the first to feature Durex as a sponsor.
The partnership between Durex and LoL Esports has generated a lot of attention in the gaming community, with many fans expressing their humor and surprise. While some found the sponsorship to be funny, others saw it as a sign that gaming and esports are becoming more mainstream and attracting a wider range of sponsorships. It will be interesting to see if Durex and LoL Esports continue their partnership in future events.
Here’s how Twitter reacted to Durex partnering with League of Legends Pro League:
Make your games last longer
— LAG | Lars Hvit | Lhautlow (@Lars_Hvit) April 28, 2023
They rly think league players leave their room 😂
— TheRam (@TheRam0107) April 28, 2023
Durex competing with League of Legends to see which is the best preservative
— veirodrum (@veirodrumx) April 28, 2023
Good on them for making sure gamers don't reproduce 🙏
— Andy ⋆ (@Mermage_) April 28, 2023
Seems a bit redundant; League of Legends is enough of a contraception.
— Benjamin 'The Benjameister' Softić (@thebenjameister) April 28, 2023
Not very good target demographic but OK cool
— Leo Castillo (@leocaspo) April 28, 2023
The one thing League players will never need, un less they stop playing!
— Sudheer Reddy (@_Sudheer_Reddy_) April 29, 2023
Can't risk League players reproducing.
— Gentlemanpenguin (@GmPenguin) April 28, 2023
So every player now gonna have Durex brand at the back of their computer?
— 6gg (@cutsurffly) April 28, 2023
“DUREX, the second best form of birth control.”
— Cameron Price (@CamBamSlamPrice) April 28, 2023
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