As part of the new multi-year agreement, Honda will be given the opportunity to name the organization’s League of Legends Championship Series and academy teams. As a result, the organization will participate in the League of Legends Championship Series (LCS) under the name Team Liquid Honda.

Since 2019, Honda has been an official vehicle partner of Team Liquid, and this year, the two organizations have expanded their relationship. The Summer Split will begin on June 17, when the team will face off against Immortals Progressive for the first time under its new name in a competitive game.

This will also mark the beginning of the next phase in Honda’s journey in the world of esports and gaming, as it will see the company reaching out to gamers of all skill levels in an effort to strengthen its relationship with younger, first-time, and culturally diverse customers.

As a result of the fact that the two were previously affiliated, closing the agreement was an extremely simple process. And similar to the majority of esports deals, this one was worked out between the two parties without the assistance of any third party. Rubin Postaer and Associates are the only other agencies participating; Honda and Team Liquid utilize them to oversee the agreement. Rubin Postaer and Associates is the only other agency involved.

Although no financial report was disclosed, Phil Hruska, the head of American Honda Motor Co., Inc.’s communications department, informed Sports Business Journal that:

“We can share with you that we are very happy with our relationship with Team Liquid and what we’ve done with them so far, which is exactly the reason we are expanding this relationship.”

The Honda logo will be prominently displayed throughout the organization’s shirts, and the two firms have also collaborated on a Snapchat Lens that will enable fans to virtually put on the new jersey before purchasing it. A link to the pre-order page for the jersey will be included in The Lens.

In addition, the organization will supply players and coaches with automobiles with the Team Liquid Honda brand for the entirety of the 2022–2023 tournament seasons. Furthermore, both organizations have plans to open what will be called the “Honda Lounge” inside the headquarters of Team Liquid’s North American operations.

According to a news report, the lounge will be used by Team Liquid Honda players to train for competitions and unwind. Lastly, the statement discusses Honda branding potential on Team Liquid’s League of Legends players’ social media accounts.

Steve Arhancet, Co-CEO, and Co-Owner of Team Liquid, commented:
“Aligning our organization with a legacy company like Honda helps to fuel our ever-evolving fan experiences and competitive advantage in LCS and beyond.
“Their passion for the esports ecosystem and shared values around inclusivity and innovation, make them a valued partner and we look forward to the expanded relationship.”

In the last month, Team Liquid and HyperX, a manufacturer of gaming gadgets, have recommitted themselves to their long-running alliance. As a direct consequence of this, Juan “Hungrybox” DeBeidma, co-owner of Team Liquid and content producer, was appointed to the position of HyperX worldwide ambassador.

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