Team Liquid and Honda announce naming rights deal

Image credit: Team Liquid

Multinational esports organisation Team Liquid has announced a significant partnership expansion with car manufacturer Honda.

The new multi-year deal will see Honda secure naming rights to the organisation’s League of Legends LCS and academy teams. As such, the organisation will compete in the LCS under the name Team Liquid Honda.

Honda’s branding will also be prevalent across the organisation’s jerseys, with the two companies also collaborating on a Snapchat Lens that allows fans to virtually try on the new jersey. The Lens will include a direct link to pre-order the jersey.

The manufacturer, which first teamed up with the organisation back in 2019, will also provide Team Liquid Honda-branded vehicles for players and coaches throughout the 2022-23 tournament season. Additionally, both entites plan to launch the ‘Honda Lounge’ at Team Liquid’s North American HQ.

According to the release, the lounge will be utilised by Team Liquid Honda players to prepare for tournaments and relax. Finally, the announcement details Honda branding opportunities across the social media accounts of Team Liquid’s League of Legends players. 

Team Liquid becomes the latest LCS organisation to utilise a naming rights deal. Last year, Dignitas announced a deal with Digital Bank QNTMPAY. Meanwhile, Immortals also secured a multi-year naming rights partnership with American insurance company Progressive

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Whilst the deal did not crossover into League of Legends, TSM also signed a 10-year naming rights deal with cryptocurrency exchange FTX in June 2021.

Steve Arhancet, Co-CEO and Co-Owner of Team Liquid, commented: “Aligning our organisation with a legacy company like Honda helps to fuel our ever-evolving fan experiences and competitive advantage in LCS and beyond.

 “Their passion for the esports ecosystem and shared values around inclusivity and innovation, make them a valued partner and we look forward to the expanded relationship.” 

Last month, Team Liquid renewed its longstanding partnership with gaming peripherals brand HyperX. As a result, Team Liquid’s Co-owner and content creator Juan ‘Hungrybox’ DeBeidma was named a HyperX global ambassador.

Tom Daniels
Tom has been part of Esports Insider's team since October 2020 and is currently the platform's Editor. When not playing Football Manager, he enjoys reporting on the mobile esports scene as well as the betting sector.