Swiss watchmaker TISSOT announced on Tuesday that it has signed a sponsorship deal with Chinese esports organization Edward Gaming (EDG) for its League of Legends Pro League (LPL) team, becoming its exclusive watch partner. Edward Gaming told The Esports Advocate that the TISSOT brand would be featured on the left shoulder of the team jerseys, but players will not wear TISSOT watches during competitions.
Financial terms of the deal were not disclosed.
This new partnership marks the first time an LPL team has signed a deal with an international watch brand. EDG has been recognized as one of the best-performing LPL teams with the most commercial value in the past two years in China. The team won the League of Legends World Championship (Worlds) 2021 in Iceland. Apart from TISSOT, EDG also signed multiple partnerships with non-endemic brands including Red Bull, Exxon Mobil Super, Luckin Coffee, TCL, and electric car company HYCAN.