Alibaba’s instant commerce brand Taobao Flash Buy announced on that it had signed a sponsorship deal with Chengdu-based esports organization All Gamers (AG), becoming the chief partner of its League of Legends Pro League (LPL) team Anyone’s Legend (AL), Honor of Kings team Chengdu AG, and Valorant team AG. The Taobao Flash Buy logo will be featured on the front chest of the team jerseys.
Financial terms of the deal were not disclosed.
It should be noted that China’s top Peacekeeper Elite competition – Peace Elite League (PEL) had also posted a social media post on Thursday, featuring both PEL and Taobao Flash Buy logo on its official Weibo account. It’s more likely that Taobao Flash Buy will directly partner with PEL instead of sponsoring AG’s PEL team.
AG or AG.AL is one of the 40 teams at the 2025 EWC Club Program, and competes in League of Legends, Honor of Kings, PUBG, Overwatch, Call of Duty: Warzone, TEKKEN 8, and FreeFire. The new team jerseys will not be featured at EWC, as the Honor of Kings and League of Legends competitions have concluded at the event.
Taobao Flash Buy is a new service brand launched by Alibaba on April 30, in order to compete in China’s billion-dollar “instant commerce” price war against JD.com and Meituan. The three companies have pledged billions in subsidies to merchants and consumers to expand their delivery networks.
It should be noted that Taobao’s rival JD.com is also the exclusive e-commerce sponsor for LPL. It is unclear whether a conflict of interest will occur if AL players wear team jerseys with the Taobao Flash Buy logo.
TEA has reached out to the League of Legends esports operator for a comment and will update the story if we receive a reply.
Disclosure: The author of this article worked for Tencent at the 2025 Esports World Cup PUBG Mobile competition as a translator. In addition to compensation for translation, Tencent also covered his travel and accommodations during his visit.