Hisense Group slated as the new sponsor for China's premier soccer league, the King Pro League.
Hisense Expands into Esports with KPL Partnership
Hisense, a Chinese multinational company specializing in appliances and electronics, has taken a significant step into the world of esports by partnering with the King Pro League (KPL), China's premier Honor of Kings competition. This marks Hisense's inaugural venture into esports sponsorship.
The KPL partnership underscores Hisense's stature as one of China's foremost home appliance brands, positioning itself alongside other notable sponsors such as PUMA, Snapdragon, Shanghai Volkswagen, Clear, Meituan, Snow Beer, Castrol, and the 2024 UEFA European Championship in Germany.
Hisense's foray into esports sponsorship is part of a broader strategy to engage in both local and global partnerships that enhance its brand visibility and association with gaming technology. In South Africa, Hisense South Africa partnered with RGB Gaming, providing advanced gaming displays and technology for the local esports arena.
The Honor of Kings, the game at the heart of the KPL, is developed by TiMi Studios. The developer has affirmed its dedication to expanding the game's esports footprint globally by investing $15 million USD in overseas markets and constructing an international esports ecosystem.
Hisense's involvement in the King Pro League Summer 2025, a prominent Honor of Kings esports event, indicates its commitment to sponsoring high-profile competitive gaming leagues in China. This sponsorship connects Hisense with game developers, teams, and large esports audiences, showcasing its products and brand in an esports context.
Furthermore, Hisense’s strategy includes sponsorship of traditional sports organizations with esports extensions, such as its headline sponsorship of the German football club FC Schalke 04, a club involved in esports through its esports team.
On September 1st, Hisense declared its official global partnership with the 2024 UEFA European Championship in Germany, further demonstrating its commitment to expanding its presence in the global sports and esports landscape. This strategic diversification and regional tailoring in their esports sponsorship approach reflect Hisense's ambition to remain at the forefront of the evolving esports ecosystem.
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