5 Gum Becomes First Official Gum Partner of Esports in Australia

5 Gum and the League of Legends Circuit Oceania partner for 2022 

Sydney, Australia – TUESDAY, MARCH 8 – 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. 

Media Contact:  

Alex Blaikie, PR & Social Manager, ESL Australia 


About ESL Gaming 

ESL Gaming is the world’s largest esports and gaming lifestyle company. Since 1994, the company has been shaping the industry and leading esports and gaming innovation on a global scale across the most popular video games with numerous online and offline esports competitions, and through premier gaming lifestyle festivals. The company operates high-profile, branded international leagues and tournaments under the ESL Pro Tour, including ESL One, Intel® Extreme Masters, DreamHack Masters, ESL Pro League, and other preeminent, stadium-size tournaments. ESL Gaming also produces and hosts DreamHack Open tournaments, ESL National Championships, grassroots amateur cups, matchmaking systems, and DreamHack’s gaming lifestyle festivals — which feature everything gaming under one roof. ESL Gaming is part of MTG, the leading international digital entertainment group. More information is available at about.eslgaming.com.   

About 5 Gum 

5 Gum is one of Australia’s leading chewing gum brands and comes in delicious sugar-free flavours: Watermelon Burst, Blueberry Rush and Sweet Mint. 5 Gum believes that when you dare to choose the unfamiliar, you feel more alive. There are five seconds before you try something new, take a chance, push past your comfort zone. Your heart races, adrenaline rushes through your body. All of your senses become heightened. It’s terrifying. And exciting. Will you play it safe? Or will you make your comfort zone uncomfortable? The choice is yours. Make it count with 5 Gum.  

Contact us

EFG owns a portfolio of brands in different categories. We are leading the industry with numerous online and offline competitions, digital platforms as well as gaming lifestyle festivals.