Consumer audio manufacturer Beats Electronics has sponsored Chinese League of Legends organisation TOP Esports.
The Apple-owned audio company’s branding was spotted on the right shoulder of TOP Esports’ player jerseys during Saturday’s League of Legends World Championship knockout stage. Beats Electronics has become the sixth official sponsor of the team alongside FAW-Audi, DouYu, An Mu Xi, Logitech G, and TOP Sports, the organisation’s parent company. Financial terms of the agreement were not disclosed.
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Despite inking a deal, TOP Esports players won’t be seen wearing Beats by Dre headsets at League of Legends global events. In September, Riot Games announced a multi-year deal with Bose, naming the audio manufacturer the official partner of the 2020 World Championship, Mid-Season Invitational, and All-Star Event.
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In April, Beats Electronics co-founder Jimmy Iovine led an investment round for North American organisation FaZe Clan. The following month saw the organisation collaborate with Beats Electronics on a set of FaZe Clan-branded products to promote its Powerbeats Pro line.
Esports Insider says: Beats Electronics first turned to esports in May through a collaboration with FaZe Clan after the pandemic curbed its ability to work with the NBA. It’s a great sign seeing more reputable brands, especially one under the command of technology giant Apple, get more involved within the competitive gaming space.