U.S. sports fitness company Hyperice has signed a sponsorship deal with Chinese League of Legends operator TJ Sports, becoming the special partner of China’s top League of Legends competition, the League of Legends Pro League (LPL). The deal will start from the LPL Summer Split, which will officially begin on Monday.
Hyperice is also the recovery technology sponsor of NBA team Los Angeles Lakers.
Financial terms of the deal were not disclosed.
In addition, TJ Sports announced its 18 partners of LPL Summer Split, including chief partner Mercedes-Benz; three strategic partners Nike, diary Momchilovtsi, Harbin Brewery; nine official partners hardware Legion, machine oil Mobil Super, home appliances TCL, spring water Wahaha, KFC, energy drink Warhorse, smartphone OPPO, e-commerce platform Suning, chat service TT Voice; and five special partners recruitment network Liepin, Razer, AutoFull, and Intel.
It should be noted that Nike remains the exclusive apparel sponsor of LPL for the upcoming LPL competitions. In March, Nike faced backlash and boycotts from Chinese consumers and the government as company statements of concern about Xinjiang labor practices. The Chinese government called these reports and accusations “False.” Due to massive pressures from the Chinese League of Legends community, TJ Sports hid the Nike logo in the broadcast after the Week 10 competitions of LPL Spring Split until the Mid-Season Invitational.
In 2019, Nike signed a four-year exclusive apparel sponsorship deal with TJ Sports for the LPL. The deal was valued at ￥50M ($7.48M USD) a year, including cash and equivalent products.
Editor’s note: An earlier iteration of this story noted that Hyerice is a “partner of the Overwatch League’s San Francisco Shock.” It is not. We have corrected the story to reflect this.
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