Honda has announced that it has terminated its sponsorship deal with Team Liquid.
The United States branch of the Japanese automotive marque ended the partnership with the esports organisation, citing inappropriate player conduct as the cause of its decision.
The termination was announced on Honda’s news and events webpage, where a statement revealing the reasons behind the termination is listed alongside its other partnerships.
Before the termination, Honda had collaborated with Team Liquid after becoming its vehicle and automotive sponsor in 2019. During the five-year tenure, the two parties had expanded the deal, with the marque securing naming rights to the organisation’s LCS and academy rosters. Now, this has come to an end.
“After much consideration, AHM (American Honda Motor Co.) has decided to terminate its sponsorship with the team in question, deeming the conduct to be incompatible with Honda corporate values and unacceptable,” read a statement.
“We deeply apologise for any offence this incident may have caused not only to the esports community, but also to many people in Japan and globally. Honda will continue to support activities that provide positive value to society based on our company philosophy.”
Team Liquid Responds to Honda Ending Partnership
Honda’s decision to terminate its deal with Team Liquid comes after its Rainbow Six player Lucas ‘DiasLucasBr’ Dias published an inappropriate social media post that was seen as insensitive towards Japanese players. On May 15th, 2025, the player apologised for the post on X (formerly Twitter).
In a statement released by Team Liquid following the controversy, the organisation stated that DiasLucasBr apologised to the CAG Osaka players, who ‘listened and accepted the apology.’ Team Liquid went on to say that it was not believed to be a deliberate insult but the harm was already done. Due to this, DiasLucasBr was kept on the team but fined four months salary.
“Due to the controversy generated by this incident, our automotive partner Honda Motors has made the decision not to renew our partnership,” Team Liquid wrote. “Although we regret this outcome, we understand and respect the decision, and extend our thanks to Honda Motors for having been good partners for six years.”
Esports Insider has contacted Team Liquid for comment regarding the termination of its partnership with Honda. Team Liquid’s social media accounts have yet to reflect Honda’s decision, with the League of Legend’s team still going by Team Liquid Honda on X.
What’s Next for Team Liquid?
As a result of Honda’s termination, Team Liquid has a total of nine partners as part of its portfolio. Its most recent deal occurred in April, with the organisation joining forces with action card collection title Wildcard.
Elsewhere, the organisation has reaffirmed its commitment to supporting Pride Month by wearing a range of Pride jerseys throughout June and July, including the Esports World Cup.
