Chinese organisation TOP Esports has announced a sponsorship deal with automobile brand FAW-Audi.
The sponsorship was revealed via an advertisement that featured an Audi A4 and six League of Legends players from TOP Esports.
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FAW-Audi is a sub-brand of FAW-Volkswagen, a joint venture between China FAW Group Corporation, German Volkswagen AG, Audi AG, and Volkswagen (China) Investment Company.
Audi’s logo will also appear on TOP Esports’ team jersey when it competes in the upcoming League of League World Championship in Shanghai. TOP Esports will skip the play-in rounds and start from the group stage, due to the team qualifying for the tournament as the first seed from the League of Legends Pro League (LPL).
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TOP Esports is owned by Top Sports, a Chinese sports retail partner of international brands such as Nike, adidas, and PUMA. Financial figures of the agreement between the automotive giant and TOP Esports were not disclosed at the time of writing.
This is not Audi’s first venture into esports; it had an official team in the Formula E Race at Home challenge and has sponsored Riot Games’ Belgian League, Future FC, FOKUS CLAN, Astralis, and Shanzer Esports.
Esports Insider Says: The backing of a worldwide automotive company such as Audi before a major esports event is a desirable attainment for any organisation. There is no doubt that from a commercial standpoint, global brands now see esports, especially in Asia, as an ideal way to connect with a younger market.