Brands

Burger King Sponsors Weibo Gaming

Published by

Hongyu Chen

12 months ago

Chinese esports organization Weibo Gaming (WBG) announced that it signed a sponsorship deal with American fast food chain Burger King. The two have created content on Chinese social media Weibo, the parent company of WBG. WBG confirmed to The Esports Advocate that Burger King’s logo will not be featured on the team jerseys, but the brand will be on WBG’s sponsor list.

Financial terms of the deal were not disclosed.

WBG competes in China’s top League of Legends, Honor of Kings, Peacekeeper Elite, and Identity V competitions – the League of Legends Pro League (LPL), King Pro League (KPL), Peace Elite League (PEL), and Identity V (IVL). It will also compete in China’s Valorant esports professional competition, organized by TJ Sports. Valorant received game approval from the Chinese government in January.

Apart from Burger King, WBG is sponsored by Audi, Lenovo, Razer, gaming chair company Anda Seat, and Italian apparel brand Diesel.

Currently, the main collaboration between WBG and Burger King on Weibo focuses on WBG’s LPL squad. WBG League of Legends was formerly known as Suning Gaming. The team won second place at the League of Legends World Championship 2020, and was acquired by Weibo in 2021.

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.