Team Liquid expands partnership with Honda

European esports organization Team Liquid has announced the expansion of its existing partnership with Japanese automaker Honda. As part of a new multi-year deal, Honda will acquire naming rights to the organization's League of Legends teams, including its academy. Thus, the organization will compete in the LCS under the name Team Liquid Honda.

The Honda logo will also appear on the organization's jersey, while the two companies continue to collaborate on a Snapchat platform that allows fans to virtually try on the new uniforms.

The automaker, which first teamed up with the esports organization back in 2019, will also provide Honda-branded cars to Team Liquid players and coaches during the 2022-23 season. In addition, the parties plan to launch a "Honda Lounge" at Team Liquid's North American headquarters.

Steve Arhanse, co-CEO and co-owner of Team Liquid: "Bringing our organization together with an old company like Honda helps support our ever-evolving fan experience and competitive edge in the LCS and beyond. Their passion for the esports ecosystem and shared values, linked to inclusion and innovation make them a valuable partner and we look forward to expanding the relationship."

Team Liquid becomes the latest organization participating in the LCS to use the naming rights convention. Last year, Dignitas announced a deal with digital bank QNTMPAY. However, Immortals also entered into a multi-year partnership with American insurance company Progressive in the area of the rights to use the name.

It should be noted that in May, the European esports organization Team Liquid also renewed its long-standing partnership agreement with the brand-manufacturer of gaming peripherals HyperX.