League of Legends ‘Team Liquid Honda’ Naming Rights Deal Signals Expanded Relationship and Evolution of Honda’s Commitment to Gaming

Team Liquid Honda will debut the new team name and all-new jerseys at the 2022 LCS Summer Split, which begins June 17. Fans can explore and try out the new Team Liquid Honda jersey in augmented reality (AR) on Snapchat, available for pre-order now, at https://tl.gg/Honda.

Honda has become the Official Automotive Partner and Official Vehicle of Team Liquid in 2019and this new multi-year contract extension adds League of Legends team naming rights to the sponsorship deal, among other key elements:

  • The all-new Team Liquid Honda jerseys feature the Honda logo prominently on the chest
  • Team Liquid Honda-branded vehicles for players and coaches will include the all-new Honda HR-V Compact SUV and Civic hatchback throughout the 2022-23 tournament season
  • The all-new “Honda Lounge” within Team Liquid North America Headquarters, where Team Liquid Honda athletes can recharge and prepare for tournaments and appearances
  • Social media accounts for Team Liquid League of Legends players will also reflect Team Liquid Honda’s new branding with new banners and inclusion in player display names on Twitter, Instagram and YouTube.

“Honda’s growing relationship with Team Liquid Honda and their passionate fanbase is an important part of our evolution in the game as we work to expand our engagement with players at all levels,” said Phil HruskaChief Media Officer at American Honda Motor Co., Inc. “We plan to build on the great relationship we’ve established with Team Liquid Honda by engaging more with young fans who are gamers themselves and work to deepen these relationships with the Honda brand.”

“Aligning our organization with a legacy company like Honda helps fuel our ever-evolving fan experiences and competitive edge in LCS and beyond,” said Steve Arhancet, co-CEO and co-owner of Team Liquid. “Their passion for the esports ecosystem and shared values ​​around inclusivity and innovation make them a valued partner and we look forward to expanding the relationship.”

The Team Liquid Honda jersey featured on Snapchat

To celebrate the debut of the new Team Liquid Honda jersey, fans can show their support via a new Snapchat lens where they can virtually try on the new jersey using AR and share with their friends.

Snapchat lens lets fans enter “gaming mode” to see themselves under bright esports lights, sit in a gaming chair and don a pro headset – all in augmented reality while wearing the new Team jersey Liquid Honda. The Lens also includes a direct link to pre-order the new jersey on the Team Liquid Honda store: https://tl.gg/Honda. The Team Liquid Honda Snapchat lens is available from June 16 until June 27.

Honda’s commitment to gaming and esports

Honda has a long history in gaming, partnering with some of the most famous video game franchises over the past decade, including Forza, Guitar Hero Live and Hearthstone Team Brawl. In 2019, Honda significantly increased its gaming footprint and established a presence in esports. As Honda evolves its esports interactions to connect with a wider audience of gaming fans, the brand will continue to apply lessons learned from partner and fan relationships over the past three years. Key elements of this initiative included:

  • Exclusive automotive partner and official vehicle of Team Liquid (2019-current)
  • Twitch partnership, including the first-ever auto-branded gaming channel on the platform (Honda Head2Head), and more recently, a dedicated lifestyle channel called Honda Dream Labfeaturing current topics, including games
  • Exclusive automotive partner of League of Legends Championship Series (LCS) from 2019 to 2021

About Honda

Honda offers a full line of clean, safe, fun and connected vehicles sold through more than 1,000 independent Honda dealerships in the United States. Honda has the highest fleet average fuel consumption and the lowest CO2 emissions from any major US automaker, according to the latest data from the US Environmental Protection Agency (EPA). Honda’s award-winning lineup includes the Civic, Insight, Accord and Clarity series passenger cars, as well as the HR-V, CR-V, Passport and Pilot sport utility vehicles, the Ridgeline pickup truck and the Odyssey minivan. Honda’s lineup of electrified vehicles includes the Clarity Fuel Cell and Clarity Plug-In Hybrid, Accord Hybrid, CR-V Hybrid and Insight hybrid-electric sedan – which will be joined in 2024 by the Honda Prologue, the first Honda battery electric.

Honda has been producing automobiles in America for 40 years and currently operates 18 major manufacturing plants in North America. In 2021, more than 95% of all Honda vehicles sold in the United States were manufactured in North Americausing domestically and globally sourced parts.

More information about Honda is available in the Digital information book.

About Team Liquid

Team Liquid was founded in 2000 in the Netherlands and has become one of the leading international multi-game esports teams with training centers in UtrechtSao Paulo, Brazil and Los Angeles, California. Team Liquid has over 120 athletes competing in 19 distinct games, including all major esports titles, such as VALORANT, Rocket League, DOTA 2, League of Legends, CS:GO, Fortnite, Rainbow 6: Siege, and Moreover. Led by co-CEOs Steve Arhancet and Victor Goossens, Team Liquid is one of the most successful esports teams in the western market in terms of competitive performance and fan engagement across multiple sports. For more information, click HERE.

In addition to the premier esports team franchise, Liquid Enterprises operates various business units created to complement its athletic esports brand. This includes influencer management agency Liquid media, esports wikipedia Liquipediaand 1UP studiosthe full-service production company known for its high-quality esports documentary-style films and creative business content.

In September 2016, the majority stake in Team Liquid was purchased by esports ownership group, aXiomatic. Axiomatic leadership includes executive co-chairs Pierre GuberTed Leonsis, Jeff Vinik and Bruce Karsh who together represent an unparalleled team of titans from the sports, technology, entertainment and investment industries.


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