Riot Games name Honda the exclusive automotive sponsor of LCS

Aug 08 2019 2 min read

Riot Games name Honda the exclusive automotive sponsor of LCS ⚡⚡⚡ Esports and gaming news, analytics, reviews on WePlay! The latest news on WePlay!

Riot Games has signed a partnership deal with automobile manufacturer Honda, making it the exclusive automotive sponsor of the North American League of Legends Championship Series (LCS).

The deal launches at the start of the Summer Split Playoffs, which runs from August 24-25 and includes the Finals to be held at Little Caesars Arena, Detroit, Michigan. Honda will collaborate with Riot Games on custom League content, sponsor the League MVP award and a tournament dedicated to upcoming League of Legends players called the LCS Scouting Grounds.

Manager of Media Strategy at Honda, Phil Hruska commented on the deal: “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." He added, "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 endeavour in esports and gaming.”

Thanks to its own sponsorship deal with Honda, Team Liquid will feature in the custom content created throughout the LCS broadcast. An example is two new 15-second videos that will showcase Team Liquid players as they calls fans to “find their drive.” The videos will be shared across Facebook, Instagram, Reddit, Twitter and YouTube. 

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," said Matthew Archambault, head of esports partnerships and business development for North America at Riot Games." 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.”

This is the second automotive esports sponsorship this week, the first being BLAST Pro Series and Toyota's deal. There have also been similar partnerships between automotive companies and esports teams for some time now. More of such deals may still appear in the future, considering the vast esports audience. 

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