Brands

Yum! Brands’ Pizza Hut Partners With Riot for League of Legends in China

Published by

Hongyu Chen

9 months ago

Pizza Hut China Partners With Riot Games for League of Legends

Yum! Brands-owned restaurant chain Pizza Hut China announced on Wednesday that it has signed a partnership with Riot Games to work together on co-branded collaborations related to League of Legends in September. The co-branded collaborations will be only featured in Mainland China.

Financial terms of the deal were not disclosed.

China’s League of Legends operator TJ Sports and Riot Games have told The Esports Advocate that the partnership will not include the League of Legends Pro League (LPL). It should be noted that LPL had a four-year sponsorship deal with Yum! Brands’ other restaurant chain KFC in 2018. The deal ended earlier this year, and the competition has not announced a new fast-food chain sponsor, as of this writing.

The League of Legends Champions Korea (LCK) is sponsored by McDonald’s.

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.