Group Created with Sketch.
Volume 25 No. 238
  • Created with Sketch.
  • Created with Sketch.
  • Created with Sketch.

Honda Jumps Into Esports With League Of Legends Sponsorship

The deal's assets include signage at LCS events and naming rights to the League MVP award
Photo: riot games

Honda has become the exclusive auto partner of Riot Games’ League of Legends Championship Series, doubling down on its presence in esports. Terms were not revealed for the deal, which is Honda’s most recent deal in the space after striking a team deal with LCS champions Team Liquid and a partnership with Twitch. The deal starts immediately with this weekend’s Summer Split Playoffs in L.A., and assets include signage at LCS events, naming rights to the League MVP award and the LCS Scouting Grounds tournament, and branded content integration. One of those content integrations will be spots played during LCS broadcasts initially featuring Team Liquid players and eventually other teams’ players. The videos will feature the players talking about how they found their inspiration for esports and run on Twitch, YouTube, Reddit, Twitter, Facebook and Instagram. Honda said this makes it the first carmaker in North America to sponsor an esports league and team.

For more coverage of the business of esports, visit our partners, esportsobserver.com.