Chinese esports organization JingDong Gaming (JDG), the esports division of Chinese e-commerce giant Jing Dong, announced a rebranding, including a new logo, at its fourth anniversary event hosted in Shanghai.
According to Enni Xiao, vice president of the marketing department of Jing Dong, the rebrand includes a new team logo, brand logo, and an official “cheering gesture.” The meaning of the new logo and the cheering gesture translates to “no fear.”
“In the future, JDG will also collaborate with some comic IPs to create co-branded products,” Xiao said.
In addition, JDG also officially announced its plan to have a League of Legends Pro League (LPL) home venue in the Beijing Economic-Technological Development Area (BDA). The plan was first announced by the Beijing Municipality at its “Esports Beijing 2021” press conference last week. Apart from having a home venue, JDG will also headquarter its offices and players’ living space in BDA, alongside the headquarters of its parent company Jing Dong. As one of the biggest e-commerce companies in China, Jing Dong has more than 50,000 employees working at its headquarters.
In the LPL, JDG was one of the best performing Chinese teams in 2020. The team won the LPL Spring Split Final, and was one of the top eight teams in last year’s League of Legends World Championship. The organization currently has 15 sponsors, including SONY, DouYu, Razer, Jing Dong, Samsung, and Intel, among others.
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