Today ESL, local division of the world’s largest esports company, and renowned chewing gum brand, 5 Gum announced a partnership that will see 5 Gum become the official gum partner of the region’s largest esports league, the League of Legends Circuit Oceania (LCO).

The partnership will see 5 Gum integrated into key moments within the LCO broadcast, including when in-game objectives Dragon and Baron are completed by a team. The activation in-game will be presented as “5 Gum Chew. Focus. Win.”, connecting the brand to Oceania’s largest League of Legends esports audience at pivotal moments within a match.

“In bringing a partner like 5 Gum on board, it was important for us to consider what activations we could achieve that feel like a native part of an in-game League of Legends broadcast.” said Graeme Du Toit, Head of Sales and Marketing at ESL Australia. “With the 5 Gum Chew. Focus. Win”, we’ve landed on what we believe is a fun way to showcase the product whilst staying true to the energetic, victorious tone of the brand.” 

The partnership is a natural one, after a recent study by the British Psychological Society has found chewing gum can help you stay focused for longer, particularly on tasks that require continuous monitoring and can improve concentration in visual memory tasks, a skill required in the esports field.

“We’re excited to partner with LCO and ESL. The popularity of Esports has exploded over the last few years to become the fastest growing sport globally. This partnership aligns perfectly with our brand values and acts as a great opportunity to build awareness for not only 5 Gum but also offers gamers the benefits of focus through chewing gum.” said Michelle Gazzola, Portfolio Director of Gum and Mints at Mars Wrigley Australia. 

Fans can keep up to date with the LCO by following the LCO or ESL Australia on Twitter. Upcoming matches can be found at lco.gg/schedule.