Chinese esports organization LGD Gaming has partnered with Didi Chuxing to sponsor its League of Legends team in the 2020 League of Legends World Championship (Worlds 2020) in Hangzhou. LGD Gaming told Pandaily that the deal would be exclusive for 100 Didi cars in Hangzhou. All Didi cars will feature the LGD logo, as well as a slogan, “Power LGD for Worlds 2020.”
The organization also did a social media campaign on Weibo. Fans would receive multiple LGD branded hardware products if they saw the related Didi cars in Hangzhou, and post a picture on social media.
LGD Gaming is the fourth seed of League of Legends Pro League (LPL) for the World Championship. This is the second time that the team qualified for the event.
While LGD Gaming is also well-known in Dota 2 esports scene. The organization was originally founded as a Dota team in 2009 by female entrepreneur Pan “RURU” Jie. With 11 years of development, LGD Gaming partnered with the French soccer team Paris Saint-Germain F.C., and jointly owns a Chinese Dota 2 team called PSG.LGD, which is considered the best performing team in Chinese Dota 2 esports. The team won second place in the $25.5 million Dota 2’s The International in 2018, and third place in the $34.3 million 2019 edition.
LGD Gaming also competes in Honor of Kings and CrossFire franchise league King Pro League (KPL) and CrossFire Pro League (CFPL). The Honor of Kings team is in partnership with Chinese live streaming agency BGoose.
The headquarters of LGD Gaming is in Hangzhou esports town, which was built by the Hangzhou government for 2 billion yuan ($280 million). LGD Gaming also has an LPL home venue in the town.
Didi Chuxing is the biggest ride-hailing brand in China. In 2016, Didi acquired Uber’s business in China and gave away 5.9% of shares to Uber. Last week, Bloomberg reported that Uber would seek to sell part of its $6.3 billion stake in Didi.