Olivia R. July 11, 2019
Invictus Gaming now has an official car partner in Chevrolet.
The American car brand signed a deal with the Chinese esports organization with the specific aim of marketing their new Tracker SUV. The new car will be used by the team for travel and content creation. Chevrolet's logo will also be featured on IG's League of Legends Pro League team jerseys and team jackets.
The agreement's financial details have not been revealed.
The partnership was first featured on June 12 when IG's LoL players donned their new team jackets on the Chevrolet stage at the Chongqing Auto Show. Then on July 4, Chevrolet's official Chinese website published six commericals that featured Invictus Gaming's League of Legends team. Each of the players received their own individual Chevrolet ad.
This isn't the first time a car manufacturer has gotten involved in the esports industry.
In June 2018, Mercedes-Benz signed a one-year deal with Royal Never Give-Up, another Chinese esports organization. The luxury car brand announced that they would be renewing the sponsorship deal with RNG last month.
Mercedes-Benz has also been the LPL's main sponsor since 2018.
But this relationship got off to a rocky start. The car manufacturer had a deal with the LPL in the past, but the Chinese LoL scene backed out after Mercedes shared an image featuring a Dalai Lama quote. The company was immediately removed from LPL broadcasts, since the Dalai Lama is considered a fugitive by the strictly controlled country.
KIA recently became partners of the top League of Legends competition in Europe, the LEC. Nissan is an official sponsor for OpTic Gaming and FaZe Clan. Astralis has had Audi as a sponsor since the beginning of 2018.