Invictus Gaming Signs Sponsorship Deal With Chinese Spicy Gluten Mala Prince

Published by

Hongyu Chen

1 year ago

Chinese esports organization Invictus Gaming (IG) has signed a sponsorship deal with Chinese spicy gluten brand Mala Prince. The Mala Prince logo will be featured on the left shoulder of IG’s team jerseys during the League of Legends Pro League (LPL) matches in 2023. IG currently has two sponsorships for its League of Legends team: Zeiss and Mala Prince.

Financial terms of the deal were not disclosed.

Spicy gluten is a unique snack food in China and has recently become popular in the West. According to a Hangzhou government report, the spicy gluten industry in China had ￥45.5B ($6.65B USD) market size, and is expected to reach ￥70B ($10B) in 2026. This sponsorship is a bit of a milestone for the team as it is the first time that IG has signed a snack food brand as an official sponsor.

Hongyu Chen

Hongyu "Eddie" Chen serves as conduit from China to the rest of global esports scene as the only Chinese journalist living in China while writing for Western media outlets. For the last four years Eddie served as the China esports correspondent for The Esports Observer and Sports Business Journal. He is a bilingual graduate of MA Business and Marketing and a certified BEng Electronic and Communication Engineer.