Gillette and Twitch round up esports influencers in gaming alliance

Procter & Gamble’s Gillette brand and Amazon’s Twitch livestreaming service have formed the Gillette Gaming Alliance, a team of five Twitch streamers from around the world who will collaborate with the razor maker to create content for their fans.

It’s another sign that the biggest brands in the world are paying attention to esports, which is starting to rival or even surpass traditional sports in snagging young audiences.