Chinese esports organization JingDong Gaming (JDG) has signed a strategic partnership deal with Sony China that will see the esports organization promote Sony TVs. In addition, Sony’s logo will be featured on JDG team jerseys.
Financial terms of the deal were not disclosed.
JDG is one of the top-performing teams in China’s League of Legends Pro League. In May, the team won the LPL Spring Split, becoming the ninth team to win the LPL trophy in history.
As a non-endemic global brand, Sony has shown its interests in Chinese youth culture, particularly esports and anime. In April Sony invested $400M USD in anime-focused video platform Bilibili.
JDG was founded in 2017 by JingDong, a major e-commerce platform in China. JDG currently has ten sponsors including Sony, Intel, Logitech, DouYu, Langsdom, BOSE, headset brand Edifier, plug brand Bull, and hardware brand Colorful.
Recently JingDong competitor Suning signed an exclusive e-commerce partnership deal with TJ Sports for the LPL. According to Chinese business site 36Kr, JingDong participated in the bidding process to secure a deal.
