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- Chinese livestreaming service DouYu and esports team PSG.LGD have extended their deal into a long-term partnership.
- The renewed partnership covers social media and livestream promotions, and will keep the DouYu logo on PSG.LGD’s team jerseys.
- In July, DouYu raised $775M USD in its U.S. initial public offering (IPO). The company will also launch a “DouYu Super Rocket” in the Chinese province of Qinghai, on August 10.
Paris Saint-Germain. LGD Gaming (PSG.LGD), a Chinese Dota 2 and FIFA Online team brand co-owned by French soccer club Paris Saint-Germain (PSG) and LGD Gaming, has extended its partnership deal with Chinese livestreaming service DouYu. As part of a new long-term partnership, DouYu will keep its branding on PSG.LGD’s team jerseys, and will be promoted through the team’s social media and livestreams. The deal does not extend to LGD Gaming’s other esports teams, such as in League of Legends, which has an active partnership with another Chinese livestreaming service, Huya.
PSG.LGD has a significant reputation within the Chinese Dota 2 community. The organization came second in Dota 2’s The International last year, and is currently preparing for The International in Shanghai this year, which features a prize pool of over $32M, which is still increasing at the time of writing.
On the business front, the organization has signed multiple non-endemic brands, including Betway, Monster Energy, and HLA Jeans. This last week, PSG.LGD also announced new deals with China Citic Bank Credit Card, spring water brand Nongfu Spring, and alcohol brand Harbin Brewery.
DouYu, raised $775M U.S. IPO on the Nasdaq Stock Market (Nasdaq) in July. On August 8, DouYu announced that it will launch a “DouYu Super Rocket” into the sky, in the Chinese province of Qinghai on August 10. The rocket launch will be streamed by multiple top tier steamers, including the official Chinese League of League Pro League (LPL) host Yu “YSCandice” Shuang. What’s left of the rocket after launch will be recycled, notes DouYu in its announcement.
The rocket actually has a marketing relevance for DouYu. The “rocket” is the internal virtual currency used on the platform for audience donations, similar to Twitch’s “bits.” A “normal rocket” is valued at ¥500 RMB ($71), and a “super rocket” is valued ¥2000 ($283.5).
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