Come February 2021, HBCU trainees across 31 different schools will get the chance to take their Madden skills to the video gaming gridiron and complete for a possibility to win scholarships.

The opportunity comes courtesy of Groomed to Game, a partnership amongst Gillette, esports platform CSL Esports and the HBCU Esports Alliance (HEA), a variety and inclusion company developed to help more HBCU trainees work their way into the esports environment. Financial information of the deal were not disclosed.

While particular tournament prizes are still to be figured out, trainees will complete in Madden’s “The Lawn” mode, which features the Gillette Design Zone where gamers can personalize their avatar’s hairdo, facial hair and equipment. As part of its involvement in Groomed to Video game, Gillette prepares to do item free gifts, provide back donations with purchases and even supply free hairstyles for students through partnering with school barbershops.

” This is not a one-off; this is a fundamental collaboration,” HEA general manager and partner commissioner Rod Chappell stated in an interview.” [Gillette] comprehends we are grassroots and we are talking straight to trainees and universities. We’re going to pull them through and inform them. So on the back side of this they will then pull in the future pipeline that will support all the esports that’re taking place on the individual schools and collectively.”

Chappell, former lead of tactical collaborations at NASA, founded HEA previously this year with Marc Williams, the previous brand name director at Champs Sports who is now the league’s commissioner. The two had been seeking techniques to assist HBCUs within esports after satisfying at 2019’s White House Effort on HBCUs.

Prior to the collaboration was revealed, Gillette had made inroads in the esports world. The razor business has handle Amazon-owned Twitch, EA Sports’ Madden and FIFA franchises, and produces a League of Legends esports talk show. With Gillette currently being partnered with Madden, their pact with the CSL and HEA fits best for both sides since Madden is among the games HEA plays.

On Gillette’s part, “our partnership with HEA will permit Gillette to support the nation’s HBCUs and assist offer access to the esports community that hasn’t existed formerly,” said Greg Via, the personal care item business’s vice president of sport and esports. “Our goals align completely in terms of offering opportunities for men, and we’re so proud to partner with HEA to announce and introduce this program– not only to extend our video gaming and esports programs, however likewise to support academic advancement and access to chances for HBCU trainees.”