Chinese esports organization FunPlus Phoenix (FPX) announced that it has renewed and extended its partnership with Chinese restaurant brand Fish Cool to a five-year deal.
This is the first time that a Chinese esports organization has signed a partnership of this length with a non-endemic brand.
In May of 2019, FPX first signed a partnership deal with Fish Cool. After six months, the organization won the League of Legends World Championship in Paris. After this win, FPX signed multiple high-profile non-endemic brands and sponsors, including global car brand BMW, Chinese smartphone brand OPPO, and photo chip brand Oishi.
FPX was founded in 2017, and currently competes in League of Legends, Peacekeeper Elite, and Counter-Strike: Global Offensive. Recently, FPX won runner-up in the League of Legends Mid-Season Cup, taking home $120K USD in prize money.
