Nike’s New Esports Commercial Featuring Uzi, LGD Gaming Signs Three Deals

While most people in China have embraced their eight-day vacation for the Mid-Autumn Festival and Chinese National Day on Thursday, the Chinese esports industry could not take a break during the double holiday.

Last week, the esports industry in China put its eyes on two Chinese teams: LGD Gaming and Hong Kong team PSG.Talon during the League of Legends World Championship play-in stage. Both teams qualified in the main event and became part of the final 16 teams in the competition.

As one of the few large-scale international sports events in 2020, the League of Legends World Championship has attracted a lot of attention from brands and sponsors, as well as the teams that are competing in the event. After LGD Gaming and TOP Esports (TES) signed multiple non-endemic brands in our last china esports recap, the two organizations continued to sign even more partnership deals last week.

Among the top stories in China’s esports industry: Nike unveiled its newest esports commercial, “A greater ambition depends on a stronger body;”  the LGD Gaming League of Legends team signed three separate partnership deals; TOP Esports’ League of Legends team signed a sponsorship deal with Logitech G for the World Championship; and Tencent announced plans to add $3M USD in prize money for the third season of Peace Elite League (PEL).

Nike’s Esports Commercial Features Former LPL Player Jian “Uzi” Zihao and LPL Host Duan “Candice” Yushuang 

Credit: Nike

On Sept.28, China’s League of Legends Pro League (LPL) exclusive apparel sponsor Nike unveiled its newest esports commercial, “A greater ambition depends on a stronger body,” on Chinese social media Weibo. The commercial features LPL former player Jian “Uzi” Zihao and LPL host Duan “Candice” Yushuang, as well as iconic “memes” from the Chinese League of Legends esports scene.

The 90-second commercial aims to call for the importance of a good diet and physical exercise in esports. 

As a part of Nike’s four-year sponsorship deal with LPL, the company will not only provide exclusive apparel and footwear products for LPL players, coaches, and staff, but also physical training and rehabilitation plans.

In 2019, Nike released a League of Legends documentary to raise awareness about injuries related to playing esports professionally. The documentary also featured Zihao, and hinted that he has serious injury concerns in his back and arm. In June, Zihao announced his retirement due to longstanding injuries and health issues.

In addition, Yushuang was also featured in the background image of Nike’s official Weibo account. 

LGD Gaming Partners With Hisense, Bixin, and DearBoyFriend

Credit: LGD Gaming

During the League of Legends World Championship (Worlds 2020) play-in stage, LPL team LGD Gaming signed three separate partnership deals with Chinese…

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