KFC Partners with LoL World Champions, Tencent Esports in Deal with China Media Group

January 20, 2020

Over the past week, the esports industry in China has begun to cool down as 2019 draws to a close. Nevertheless, there were a number of partnerships worth nothing this week.

Among the top stories: Fast food brand KFC partnered with four League of Legends World Championship winners to promote coffee; Tencent Esports partnered with China Media Group for tournament hosting and content creation; esports organization LGD Gaming rebranded for its 10th year anniversary; and betting company Mr. Cat partnered with Chinese livestreaming company Huomao, and signed on to sponsor Blast Pro Series, CS Summit, and EPICENTER.

Every week The Esports Observer presents the biggest esports business news in China including investments, acquisitions, sponsorships, and other major news from the region.

KFC Partners with Past and Present League of Legends World Championship Winners for Coffee Commercial

Credit: KFC

On Dec. 9, global fast-food brand KFC posted a coffee commercial on Chinese social media Weibo, featuring four League of Legends World Championship winners: Gao “Tian” Tianliang and Liu “Crisp” Qingsong from esports organization FunPlus Phoenix (FPX), and Kang “TheShy” Seung-lok and Yu “JackeyLove” Wenbo from esports organization Invictus Gaming (IG). The partnership is to promote KFC’s new coffee brand “K Coffee,” and each player has his own exclusive coffee cup design. KFC will sell in a limited run 18.96M cups of the branded coffee in China.

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