The Unilever NV brand will become the official personal care partner of ELEAGUE, a partnership between the global sports and entertainment talent agency IMG and Turner Sports, a division of AT&T’s WarnerMedia.

ELEAGUE will work with AXE on marketing initiatives across television, digital and social media as well as on-site during gaming competitions.

The companies will create custom content, including for AXE’s “You’re Hotter When You’re Chill” line of Ice Chill products.

“We are thrilled to bring on brands like AXE that really get the excitement of e-sports,” Seth Ladetsky, senior vice president of sales at Turner Sports, said in a statement.

The content will feature e-sports players talking about how they avoid meltdowns during high-pressure in-game situations.

AXE sells body spray, deodorant, body wash and hair products mostly marketed as tools for young men looking for romance.