The reputed League of Legends team Immortals has scored a sponsorship from a seemingly unlikely partner -- underwear company MeUndies.
MeUndies has been looking to change the way people shop for underwear by making the process fun and satisfying, and they've now decided to reach out to the gamer demographic by sponsoring one of the most well-known professional esports teams within the League of Legends franchise.
The sponsorship is being promoted through a hilarious ad which features the members of the Immortals themselves in a 1970s television dating show video.
The sponsoring of a League of Legends team by a disruptive underwear company is proof of the growth of professional gaming, since it speaks to the entry of non-typical sponsors (gaming brands, gadget manufacturers and computing companies) into the esports branding realm.
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