RNG and KFC sign one-year sponsorship deal

12 September 2018


Chinese organisation Royal Never Give Up (RNG) and KFC signed a one-year sponsorship deal, the team announced through Weibo.

Mainly known for its League of Legends team, RNG is arguably the most popular esports organisation in China at the moment. The team shared the promotional poster for the new partnership on the Chinese social media platform, Weibo.

KFC partnered up with Riot Games back in 2015 for a deal that resulted in a 5% costumer’s base growth for the restaurant. Part of the deal included an in-game button so players could order food to their location while playing and special food sets.

The special food sets included exclusive League of Legends skins and prizes. KFC reported that all special sets sold out in eight days. Now in 2018, the fast-food chain is looking to repeat its success in the League of Legends community with RNG.

The deal includes logo placement in the jerseys and the RNG esports arena. The complex is located inside the Huaxi Live Centre in Beijing and can host up to 800 visitors. KFC will also produce RNG toys and special meals. The fast-food chain is planning on opening an RNG exclusive store as part of the sponsorship.

RNG is having the best year in the organisation’s history. So far in 2018, the League of Legends squad has won two international titles, the spring championship and qualified for the World Championship.

The team will compete in the LPL Summer Split final on September 16 in Nanjing, China.

Esports Insider says: Chinese esports organisations are a clear example of a successful franchising. The teams built their own arenas that sold out every time they play and the pop-up stores offer a broad variety of items. This success is only possible with a clear understanding of the market and a strong strategy. China is leading the esports industry and showing its true potential to the world.