Chinese esports organisation JingDong Gaming (JDG) has announced a partnership with German supplement brand Doppelherz.
The collaboration will see Doppelherz’s logo appear on the left shoulder of team jerseys. Moreover, the brand will support JDG’s League of Legends and VALORANT teams with its products.
The deal aims to safeguard the health of JDG’s players and help them maintain high-level performances. Financial terms and duration of the deal were not disclosed.
JDG is the esports branch of the Chinese company Jing Dong, the country’s second-biggest e-commerce platform. The holding group, JD.com Inc., also owns several other branches, which include JD Health, JD Travel, JD Technology and JD Pharmacy, among others.
Doppelherz joins JDG’s portfolio of partners which includes Intel, BOE Technology Group, gaming chair company AutoFull, condom brand Durex, electric motor brand NIU, Asus’ Republic of Gamers (ROG) and streaming platform Huya.
The Chinese esports organisation made headlines last year after it announced German airline Deutsche Lufthansa AG as its exclusive airline partner, becoming the first Chinese team to be sponsored by an international airline brand.
Doppelherz gained popularity in the country when its parent company Queisser Pharma partnered with Chinese e-commerce retail site Tmall in 2017 to target Gen Z consumers. JDG’s positioning as one of the leading teams in the Chinese and international esports scene continues that philosophy of engaging with the younger generations.
JDG placed third in the latest LPL 2024 Spring Split, falling just short of a consecutive international appearance at the League of Legends Mid-Season Invitational (MSI), which will take place in Chengdu in May.
Last year, the organisation won the MSI title in London and finished fourth at the 2023 League of Legends World Championship.
