League of Legends Pro League (LPL) team JingDong Gaming has added Sony TV China as a new sponsor through June 2021.
The deal was brokered by Shanghai-based consultancy firm Good Times, which said that it is the first time that a television brand has entered the Chinese esports space.
Image credit: JingDong GamingRELATED: League of Legends adds in-game brand banners for broadcasts
Raymond Lowe, Managing Partner of Good Times, commented in a release: “Esports is the future of brand partnerships for any brand with millennial consumers. It’s important, however, for brands to carefully consider how their positioning and products can actually add value to the players, the esports infrastructure, and the fandom, without just bluntly inserting themselves into the culture. We are proud to have brought these two great brands together to offer all esports fans a more enjoyable and immersive esports viewership experience. ”
JingDong Gaming, commonly known as JD Gaming, will wear Sony TV China branding on their jerseys through the rest of the 2020 season and into the next.
Read more at: