TL;DR
- Honda becomes Team Liquid’s global mobility partner in multi-faceted sponsorship deal
- Six-part documentary series will feature League of Legends, Fortnite, and Dota 2 teams
- Players receive customized Honda Civics for training and transportation needs
- Automotive industry continues expanding esports investments with major brand partnerships
- Partnership includes content creation, vehicle provisions, and fan activation initiatives
Team Liquid has cemented a groundbreaking automotive sponsorship agreement with Honda, establishing the Japanese manufacturer as their official global mobility partner. This comprehensive collaboration represents one of the most extensive brand integrations in recent esports history, combining traditional sponsorship elements with innovative content creation.
The partnership’s centerpiece involves producing a six-episode documentary series that will showcase Team Liquid’s competitive rosters across multiple gaming titles. The production will provide unprecedented behind-the-scenes access to professional esports athletes’ training regimens and competitive journeys.
Honda will equip Team Liquid players with a specialized fleet of Honda Civic vehicles, customized with team branding and optimized for the athletes’ specific transportation requirements during training periods and competition travel.
Major automotive corporations are increasingly recognizing the strategic value of esports partnerships as they seek to connect with younger, digitally-native audiences. The industry has emerged as one of the most active sponsorship categories for professional gaming organizations worldwide.
This trend gained significant momentum in 2018 when Mercedes-Benz expanded its existing relationship with ESL One, committing to a multi-year partnership extension through 2020. These collaborations demonstrate how traditional automotive brands are adapting their marketing strategies to engage with the rapidly growing esports demographic.
Industry analysts note that automotive sponsorships in esports have grown approximately 47% annually since 2017, reflecting the sector’s maturation and mainstream acceptance. The partnerships typically combine traditional branding with experiential elements that resonate with gaming communities.
The documentary series, titled “Level Up,” will be produced by 1UP Studios and aims to humanize professional gamers while showcasing their dedication to competitive excellence. Each featured team will receive two dedicated episodes documenting their pursuit of championship titles across different gaming seasons.
Team Liquid’s collaboration with Honda commences with their North American LCS operations, where the reigning champions will showcase the partnership through high-profile appearances in the official Team Liquid Honda Odyssey during events in Santa Monica.
“We’re developing comprehensive content, activation events, and engagement initiatives specifically designed for our dedicated fan community,” explained Team Liquid co-owner Steve Arhancet. “Collaborating with an internationally respected brand that shares our commitment to advancing the esports ecosystem represents a significant milestone for our organization.”
Honda’s venture into Team Liquid sponsorship builds upon their established history in competitive gaming. In 2016, the automaker partnered with Red Bull and Twitch to organize a Hearthstone tournament, marking their initial foray into esports brand partnerships.
The company further expanded its gaming footprint last year by sponsoring the Honda Esports Championship in Thailand, demonstrating their commitment to developing esports infrastructure across international markets.
This progressive approach to esports investment reflects Honda’s strategy to build long-term relationships within gaming communities rather than pursuing one-off sponsorship opportunities.
Action Checklist
- Research automotive brand sponsorship opportunities in your gaming niche
- Develop content collaboration proposals that align brand and audience interests
- Create activation events that combine brand exposure with genuine community value
- Establish metrics to measure partnership ROI and audience engagement impact
No reproduction without permission：Game Guides Online » Auto giant Honda to sponsor Team Liquid Honda partners with Team Liquid as global mobility sponsor, creating esports documentary series and providing custom vehicles