Nike Signs $144 Million Deal With Chinese League of Legends Pro League
According to a recent unconfirmed report by Chinese media outlet Lan Xiong Sports, the sponsorship will bring Nike apparel and other accessories to the LPL, similar to what is commonly found in traditional sports leagues.
The LPL is the top League of Legends league in China, sponsored by game creator and Chinese company Tencent (TCEHY). There are currently 16 teams that compete in the league.
This news comes roughly a month after Nike revealed that professional League of Legends player Jian ‘Uzi’ Zihao will appear alongside basketball icon LeBron James to support the star’s ‘Dribble &’ campaign.
Adding to the overlap between Nike and the emerging esports industry, six-time NBA champion and Nike figurehead Michael Jordan reportedly made his first major investment in the esports industry, leading a $26 million financing round for aXiomatic, owner of TeamLiquid, which is considered to be the second most valuable team in the industry.