Team Liquid adds Honda as official automotive sponsor

24 January 2019


Esports organisation Team Liquid has announced Honda as its official vehicle and official automotive sponsor.

The organisation’s LCS team jersey will feature Honda’s logo on the sleeve, and the roster will have a fleet of Honda and Team Liquid-branded Civics to drive to and from training.

Team Liquid Honda

Steve Arhancet, Co-CEO of Team Liquid discussed the partnership: “My first car was a green Honda Accord EX – I associate safety, reliability and style with the Honda brand to this day, and am excited to stir those memories with an official Team Liquid partnership. We’ll be working closely with Honda on content, activations and more that cater directly to our Team Liquid fan audience, and feel honored to work with a prestigious international brand who believe as fiercely as we do in the esports ecosystem.”

The automotive brand will produce a six-part video series titled ‘Level Up’, following Team Liquid’s rosters in League of Legends, Dota 2, and Fortnite. The series is said to give a “look at the personal and professional lives” of players, coaches, and staff.

Doublelift Honda
Team Liquid’s jersey with Honda sponsorship

Phil Hruska, Manager of Media Strategy at American Honda also commented: “Expanding our footprint in the gaming community is just the beginning of our new partnership with Team Liquid and Twitch as we engage with gamers to amp up millennial interest in the Honda brand. 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.”

More and more car manufacturers are getting into the esports industry in a big way. As well as this new sponsorship, Kia Motors sponsored the LEC and Mercedes-Benz purchased a stake in SK Gaming earlier this month.

Team Liquid is partnered with Alienware, Monster Energy, SAP, Twitch, HyperX, and MAXNOMIC.

Esports Insider says: 2019 has already proven that automotive brands are seeing opportunities in advertising through the esports industry, and it’s hard to deny the popularity – and subsequent advertisement opportunities – of Team Liquid. We’re glad to see the deal has a number of layers to it and it’s just not a simple jersey sponsorship.

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