SportsTravel

Riot Games will partner with Honda, bringing the automaker further into the esports realm by having it sponsor the League of Legends Championship Series and Team Liquid, currently the league’s top-ranked team.

The partnership will launch with the start of the Summer Split Playoffs in August in Los Angeles, and the LCS Finals in Detroit. Honda and Riot Games will also team up for sponsorship of the league’s most valuable player, the LCS Scouting Grounds and custom content highlighting selected athletes. In addition, Honda will feature top talent from Team Liquid in creative marketing throughout the LCS broadcasts.

“We are proud to announce an exclusive partnership between the League of Legends Championship Series and an automotive brand of this caliber,” said Matthew Archambault, head of esports partnerships and business development for North America at Riot Games. “Honda’s commitment to esports is clear from their history in the space, including their sponsorship of Team Liquid, and we’re excited to show LCS fans the new initiatives and content that we’ll be collaborating on.”

Honda has been in the esports space since 2014 in various platforms, including streaming platform Twitch. It will now be the official automotive sponsor of Team Liquid, and the official automotive partner of the League of Legends Championship Series in North America.

“Through this partnership with the LCS, Honda will continue to forge a strong connection with the next-generation of car buyers who happen to be fans of the incredible athletes of Team Liquid and the League of Legends Championship Series in North America,” said Phil Hruska, manager of media strategy at American Honda. “We understand the passion of esports fans and how strongly they support the gaming community, and Honda is fully vested in creating one-of-a-kind, unforgettable experiences for gamers as we launch the next phase of Honda’s endeavor in esports and gaming.”