Mentioned in this article
- Chinese esports organization LGD Gaming has signed partnership deals with beverage company Nongfu Spring and alcohol brand Harbin Brewery.
- The organization’s Dota 2 team, PSG.LGD signed a sponsorship deal with China Citic Bank Credit Card, which will appear on PSG.LGD’s team jerseys.
- All esports teams for both LGD Gaming and PSG.LGD will promote Harbin Brewery’s beer and Nongfu Spring’s carbonated coffee.
Chinese esports organization LGD Gaming announced on social media platform Weibo that it has signed partnership deals with Chinese bottled water and beverage company Nongfu Spring and alcohol brand Harbin Brewery. The deals include social media promotions for Harbin Brewery’s beer and Nongfu Spring’s carbonated coffee.
Nongfu Spring was founded in 1996, and considered the Chinese equivalent of Evian in the country. This is the first step for Nongfu Spring into the esports industry.
On the other hand, LGD Gaming has a long commercial history with Harbin Brewery. In 2016, Harbin Brewery sponsored LGD Gaming when they attended Dota 2’s The International 2016. This deal was the first for Harbin Brewery in the esports industry. In April of this year, Harbin Brewery signed a partnership deal with TJ Sports for China’s League of Legends Pro League (LPL).
In addition, LGD Gaming tagged China Citic Bank in one of its Weibo posts. The Esports Observer reached out to the organization, and received confirmation that the deal is actually a sponsorship deal for LGD’s Dota 2 team PSG.LGD, which is a co-branded team with European soccer club Paris-Saint Germain F.C. The deal does not extend to LGD Gaming’s other esports teams, and includes logo placement on PSG.LGD’s team jerseys. LGD Gaming declined to comment on additional details of the deal at the time of writing.
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