Nike’s New Esports Commercial Featuring Uzi, LGD Gaming Signs Three Deals During Worlds 2020

While most people in China have embraced their eight-day vacation for the Mid-Autumn Festival and Chinese National Day on Thursday, the Chinese esports industry could not take a break during the double holiday.

Last week, the esports industry in China put its eyes on two Chinese teams: LGD Gaming and Hong Kong team PSG.Talon during the League of Legends World Championship play-in stage. Both teams qualified in the main event and became part of the final 16 teams in the competition.

As one of the few large-scale international sports events in 2020, the League of Legends World Championship has attracted a lot of attention from brands and sponsors, as well as the teams that are competing in the event. After LGD Gaming and TOP Esports (TES) signed multiple non-endemic brands in our last china esports recap, the two organizations continued to sign even more partnership deals last week.

Among the top stories in China’s esports industry: Nike unveiled its newest esports commercial, “A greater ambition depends on a stronger body;”  the LGD Gaming League of Legends team signed three separate partnership deals; TOP Esports’ League of Legends team signed a sponsorship deal with Logitech G for the World Championship; and Tencent announced plans to add $3M USD in prize money for the third season of Peace Elite League (PEL).

Nike’s Esports Commercial Features Former LPL Player Jian “Uzi” Zihao and LPL Host Duan “Candice” Yushuang 

On Sept.28, China’s League of Legends Pro League (LPL) exclusive apparel sponsor Nike unveiled its newest esports commercial, “A greater ambition depends on a stronger body,” on Chinese social media Weibo. The commercial features LPL former player Jian “Uzi” Zihao and LPL host Duan “Candice” Yushuang, as well as iconic “memes” from the Chinese League of Legends esports scene.

The 90-second commercial aims to call for the importance of a good diet and physical exercise in esports. 

As a part of Nike’s four-year sponsorship deal with LPL, the company will not only provide exclusive apparel and footwear products for LPL players, coaches, and staff, but also physical training and rehabilitation plans.

In 2019, Nike released a League of Legends documentary to raise awareness about injuries related to playing esports professionally. The documentary also featured Zihao, and hinted that he has serious injury concerns in his back and arm. In June, Zihao announced his retirement due to longstanding injuries and health issues.

In addition, Yushuang was also featured in the background image of Nike’s official Weibo account. 

LGD Gaming Partners With Hisense, Bixin, and DearBoyFriend

During the League of Legends World Championship (Worlds 2020) play-in stage, LPL team LGD Gaming signed three separate partnership deals with Chinese television brand Hisense TV, social network Bixin, and men’s skincare brand DearBoyFriend, respectively. The three brands will appear on the shoulder position of LGD Gaming’s team jersey during Worlds 2020. 

Financial terms of the deal were not disclosed. 

The last two weeks were significant for LGD Gaming’s League of Legends division. The team was almost disqualified from Worlds 2020, with a 0:2 opening match result during the play-in stage. Fortunately, the team eventually qualified in the main event, and signed multiple partnership deals with brands.  Apart from those three deals, the team also signed a sponsorship with gaming laptop brand ThundeRobot, as well as Chinese car-hailing service giant Didi Chuxing for the Worlds 2020 commercial campaign in the Chinese city of Hangzhou. 

Logitech G Sponsors TOP Esports for League of Legends World Championship

On Sept. 29, Chinese esports organization TOP Esports (TES) announced that its League of Legends team signed a sponsorship deal with hardware brand Logitech G during Worlds 2020. 

Financial terms of the deal were not disclosed.

TES’ League of Legends team, which is the first seed of LPL, also recently signed three separate sponsorship deals with automaker brand FAW-Audi, Chinese yogurt brand An Mu Xi, and global apparel company PUMA, respectively. 

Despite the fact that most brands chose LPL fourth seed LGD Gaming and the first seed TES to sponsor, both LPL second seed Jing Dong Gaming (JDG) and third seed Suning Esports (SN) have not announced new partnerships or sponsorships. Both JDG and SN are owned by Chinese-commerce companies JingDong and Suning, respectively.

Other Esports Business News:

  • On Sept. 25, Tencent announced that it added ¥21M RMB ($3M) in prize money for the third season of China’s top Peacekeeper Elite tournament, the Peace Elite League (PEL). The competition will be co-hosted by Tencent and tournament organizer VSPN and sponsored by the Chinese smartphone brand OPPO.
  • The Asian Electronic Sports Federation (AESF) announced that it signed a three-year partnership deal with China’s First Automobile Works Group (FAW) for its esports competition, AESF e-Master. The competition will be hosted in Chengdu, and feature competitions in League of Legends, Arena of Valor, FIFA 2020, and Warcraft III.

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