North American esports organisation Team Liquid have signed a major partnership agreement with car manufacturer Honda. The partnership will see Honda acquire the naming rights to Team Liquid’s League of Legends Champion Series (LCS) team as well as their academy teams. The team will thereby be known as Team Liquid Honda.
The partnership will put the Honda branding on the team jerseys. Team Liquid will also work with Honda to develop a new Snapchat Lens, which will give fans the opportunity to virtually try on the new jerseys. Fans will also be able to order the jerseys from a link in the Lens. The two parties will also launch the ‘Honda Lounge’ at Team Liquid’s headquarters, which will be used by the players to prepare for tournaments and even relax.
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Steve Arhancet, Co-CEO and Co-Owner of Team Liquid, commented:
“Aligning our organisation with a legacy company like Honda helps to fuel our ever-evolving fan experiences and competitive advantage in LCS and beyond.
“Their passion for the esports ecosystem and shared values around inclusivity and innovation make them a valued partner and we look forward to the expanded relationship.“
Phil Hruska, Media Department Head at American Honda Motor Co., Inc, added:
“Growing Honda’s relationship with Team Liquid Honda and their passionate fanbase is an important part of our evolution in gaming as we work to broaden our engagement with gamers at all levels.
“We plan to build on the great relationship we have established with Team Liquid Honda by engaging more with young fans who are gamers themselves and work to deepen those relationships with the Honda brand.“
Honda had first teamed up with Team Liquid back in 2019, joining as their Official Vehicle. The two have also launched the first-ever auto branded gaming channel on Twitch called Honda Head2Head. Honda previously has also served as the Exclusive Automotive Partner of the League of Legends LCS from 2019 to 2021.