Boston Uprising signs deal with Boston-based shaving company Gillette

It's a natural partnership for The Kraft Group.

Photo by Robert Paul via Blizzard Entertainment

Overwatch League organization Boston Uprising has signed a sponsorship deal with Boston-based shaving company Gillette.

Gillette will operate as Boston Uprising’s “official shaving product supplier”—yay. Boston Uprising’s practice jerseys and facility will also bear the Gillette logo. Social media and other digital activations are also expected.

Related: Boston Uprising win OWL record 12th game in a row to secure a stage 3 playoff spot

“For more than a century, Gillette has worked with leading professional sports leagues and athletes,” Gillette global head of sports Greg Via said in a statement. “As the esports world continues to grow, we’re looking forward to expanding our partnership with the Kraft Sports & Entertainment and our roster of esports athletes to include Boston Uprising.”

The Gillette sponsorship isn’t particularly shocking considering the brand’s history with the team’s ownership, The Kraft Group. Gillette owners Proctor & Gamble have naming rights to the New England Patriots stadium—the NFL team owned by Robert Kraft. The deal was struck in 2002 and will continue until at least 2031.

This isn’t Gillette’s first esports sponsorship, either. Gillette entered esports with the sponsorship of ESL’s Intel Extreme Masters World Championship in Katowice in February 2017. The brand has since expanded to sponsor League of Legends’ EDward Gaming, Enrique “xPeke” Cedeño Martínez, and League of Legends’ TSM.

“We’re confident that our fans, as well as the entire Overwatch community, will appreciate and embrace the forward-thinking nature of Gillette,” Kraft Sports & Entertainment corporate sales vice president Murray Kohl said in a statement. “They have been a proud partner of Kraft Sports & Entertainment for nearly two decades and we felt strongly about the opportunity to bring such a distinguished brand to the forefront of esports.”

Boston Uprising head into the Overwatch League’s fifth week of stage three on a 12-game winning streak. They’ve already qualified for a playoff spot for the third stage, which will be held on May 6.