Honda joins Team Liquid as the organization’s latest automotive sponsor. Similar to previous partnerships between carmakers and esports teams, Honda is looking for awareness among LEC fans.
Honda is joining Team Liquid in a bid to boost its awareness among esports fans. The carmaker will drop off Team Liquid at the League of Legends Championship Series (LCS) in a team-branded Honda Odyssey minivan.
In addition, Team Liquid will be handed a number of Civics to use as they see fit, with no additional information about the partnership discussed. The inauguration of the partnership will be aired on Twitch, and Honda will also get its logo on TL’s jerseys across the team’s various competitive squads, including LoL, Dota 2, and Fortnite.
Commenting on the deal, Honda’s Manager of Media Strategy for the United States Phil Hruska said:
Civic is a critical gateway to Honda, capturing more first-time buyers than any other auto brand and our new gaming platform will help us keep it that way as millennials surpass baby boomers as the No. 1 car-buying segment.
Carmakers have been eager to sign up partnerships with Championship Series teams, owing to the huge viewership (100 million concurrent viewers watched the Worlds in 2018). Mercedes-Benz and Kia also hold sponsorship deals with teams in the competition.
Thumbnail image credit: Team Liquid, Honda