Smart home appliance brand Midea has entered a partnership with the Honor of Kings International Championship (KIC) 2025.
Midea will serve as the official appliance sponsor of the mobile game’s international event, which is set to take place in the Philippines.
Midea’s venture into Honor of Kings esports is a surprising one, as it has historically sponsored and supported traditional sports. This includes partnerships with clubs such as FC Barcelona and organisations like the Asian Football Confederation.
In 2025 Honor of Kings has entered several partnerships, including collaborations for KIC 2025.