League of Legends Pro League (LPL) team JingDong Gaming has added Sony TV China as a new sponsor through June 2021.
The deal was brokered by Shanghai-based consultancy firm Good Times, which said that it is the first time that a television brand has entered the Chinese esports space.
Raymond Lowe, Managing Partner of Good Times, commented in a release: “Esports is the future of brand partnerships for any brand with millennial consumers. It’s important, however, for brands to carefully consider how their positioning and products can actually add value to the players, the esports infrastructure, and the fandom, without just bluntly inserting themselves into the culture.