Honda enters partnership with Riot Games
The car manufacturer is the first in North America to sponsor an eSports team
The eSports ecosystem has just picked up another heavy-hitting sponsor. The continued popularity of the games is bringing a lot of attention and major companies from across the globe want to get in on the action. Honda is now involved, agreeing to be a sponsor for Riot Games. Its entry marks the first time a North American car manufacturer has become a sponsor in eSports.
Honda is going to sponsor the Legends Championship Series (LCS), as well as Team Liquid. It also takes its Twitch relationship to a new level and saw Honda make its debut as an LCS sponsor with the Summer Split Playoffs that began this past Saturday. The company will also be center stage as a sponsor for the Summer Split Finals, scheduled for August 24-25 in Detroit. Additionally, it will sponsor the League MVP, the LCS Scouting Grounds, LCS game days and certain deals with the League’s top athletes.
According to a press release, American Honda Manager of Media Strategy Phil Hruska states, “Through this partnership with the LCS, Honda will continue to forge a strong connection with the next-generation of car buyers who happen to be fans of the incredible athletes of Team Liquid and the League of Legends Championship Series in North America. We understand the passion of esports fans and how strongly they support the gaming community, and Honda is fully vested in creating one-of-a-kind, unforgettable experiences for gamers as we launch the next phase of Honda’s endeavor in esports and gaming.”
The head of eSports partnerships and business development for Riot Games in North America, Matthew Archambault, adds, “Honda is one of the most storied and trusted car manufacturers in the world, and we are proud to announce an exclusive partnership between the League of Legends Championship Series and an automotive brand of this caliber. Honda’s commitment to esports is clear from their history in the space, including their sponsorship of Team Liquid, and we’re excited to show LCS fans the new initiatives and content that we’ll be collaborating on, starting with the Summer Split Playoffs this weekend in our LA studio.”