‘Team Liquid Honda’ debuts new Honda-branded jerseys at League of Legends Championship Series (LCS) Team Summer Split naming rights deal marks first automobile to enter North American League of Legends market Legends in this category Honda continues to evolve its gaming and esports presence to broaden the connection with young, multicultural and first-time buyers
TORRANCE, Calif., June 16, 2022 /PRNewswire/ — Honda today announced that it is expanding its role as official automaker of Team Liquid by securing sponsorship rights for its League of Legends and Academy team, a first for a manufacturer automobile of the League of Legends Championship Series (LCS) in North America. The naming rights deal – as Team Liquid Honda – also heralds the evolution of Honda’s esports and gaming journey as the brand reaches out to gamers at all levels to deepen its relationship with young buyers for first time and multicultural.
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 to pre-order now at https://tl.gg/Honda.
Honda became the Official Automotive Partner and Official Vehicle of Team Liquid in 2019, and 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. Honda Lounge’ within the Team Liquid North America headquarters, where Team Liquid Honda athletes can recharge and prepare for tournaments and appearances post names on Twitter, Instagram and YouTube
“Honda’s growing relationship with Team Liquid Honda and their passionate fan base is an important part of our evolution in the game as we work to expand our engagement with players at all levels,” said Phil Hruska, Head of media department 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 working to deepen those 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 valuable 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 to 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 the Team Liquid partnership (2019-current) Twitch, including the first-ever automotive-branded gaming channel on the platform (Honda Head2Head), and more recently, a dedicated lifestyle channel called Honda DreamLab, featuring trending topics including games 2019-2021 League of Legends Championship Series (LCS) exclusive car partner
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. According to the latest data from the US Environmental Protection Agency (EPA), Honda has the greatest fleet average fuel economy and the lowest CO2 emissions of any major US automaker. 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 America, using domestically and globally sourced parts.
More information about Honda is available in the Digital Fact Book.
About Team Liquid
Team Liquid was founded in 2000 in the Netherlands and has grown into one of the leading international multi-game esports teams with training centers in Utrecht, São 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 Liquipedia, and 1UP Studios, the full-service production company known for 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-Chairmen Peter Guber, Ted Leonsis, Jeff Vinik and Bruce Karsh who together represent an unparalleled team of titans in the sports, technology, entertainment and investment industries.
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