China-Germany automotive brand FAW-Audi and Chinese dairy brand An Mu Xi have become the latest sponsors of Chinese esports organization Top Esport (TES) League of Legends team. The team’s new marketing campaigns launched via the two brands’ social media sites, featuring six TES League of Legends players and branded products. Both sponsors’ logos will be featured on the team jersey with Audi’s iconic “four rings” on the left chest, and An Mu Xi on the right shoulder, during the upcoming League of Legends World Championship (Worlds 2020).
Financial details of both deals were not disclosed.
First Automobile Works (FAW)-Audi is a premium division of FAW-Volkswagen (FAW-VW) Automobile Co., Ltd. founded in 1991. FAW-VW is a large-scale joint venture between China’s FAW Group and German Volkswagen Group, manufacturing Audi and Volkswagen marque passenger cars for sale in China.
An Mu Xi is a flavored yogurt brand owned by Chinese dairy giant Yili Group. The company was an official sponsor of the 2008 Beijing Olympic Games.
FAW-Audi and An Mu Xi joined a growing list of sponsors of TES, including DouYu, Puma, Logitech, and Victorage. The recent sponsorships came ahead of the Worlds 2020 where TES will skip the play-in rounds and start from the group stage due to being the first seed of the League of Legends Pro League, China’s League of Legends regional league. In light of the global COVID-19 pandemic, the Worlds 2020 is considered the most influential international esports event to be held offline this year.
TES is owned by Top Sports, a Chinese sports retail partner of international brands such as Nike, Adidas, Puma, The North Face, and Asics. Backed by Chinese private equity giants CDH Investments and Hillhouse Capital Group, the sportswear group operates 8,000 outlets across mainland China. Top Sports listed on the Hong Kong Stock Exchange in 2019.