Brands

Swiss Watchmaker TISSOT Sponsors Edward Gaming

Published by

Hongyu Chen

1 year ago

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.

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.