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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 a report by The Economist.

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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 the league’s regular broadcasts, the upcoming mandarin broadcast of Mid-Season Invitational (MSI), and the highly anticipated World Championship (Worlds), according to the 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.

LPL announces partnership with Durex
Credit: LPL

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.

This tie-up with League of Legends might just be the condom brand’s biggest venture into the esports and gaming scene. In the past, Durex has included video games in their advertisements, once riding the hype of the multiplayer game, Among Us, and the release of the PlayStation 5.

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