China’s largest dairy company Yili has signed a partnership deal with Chinese esports organization Jing Dong Gaming (JDG). Financial terms of the deal were not disclosed.
Yili’s logo is already featured on JDG’s social media page, but has not yet (as of this writing) appeared on JDG’s team jerseys during the current League of Legends Pro League season. The reason behind this might be a conflict of interest between Yili and China’s second-largest dairy brand Mengniu, as Mengniu’s subsidiary dairy brand Momchilovtsi is one of the official sponsors for LPL. The Esports Advocate has reached out to JDG for confirmation.
According to the Global dairy TOP 20 report by Rabo Bank Nederl-Ands, Yili was ranked a top 5 dairy globally, while Mengniu ranked top 7 in 2022. Apart from Yili, JDG also has sponsorship deals with Intel, ROG, ASUS, and its parent company Jing Dong.