Brands

Jing Dong Gaming Signs Partnership With Chinese Dairy Company Yili

Published by

Hongyu Chen

1 year ago

Jing Dong Gaming Signs Partnership With Chinese Dairy Company Yili

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.

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.