South Korean esports organization DWG KIA announced Friday that the company has signed a partnership deal with China’s digital marketing company CUE Cultural Innovation.
Financial terms of the deal were not disclosed.
As a part of the deal, CUE Cultural Innovation will become the exclusive Chinese agency of the team, and will be in charge of all business and commercial operations in mainland China. In addition, the partnership will also help promote cultural communication between China and the South Korean esports industry.
DWG KIA is one of the most successful esports organizations in 2020 as its League of Legends team won the year’s League of Legends World Championship in China. In this year’s League of Legends Champions Korea (LCK) Spring Split, DWG KIA continued its success, winning the Spring Split as well as qualifying in the Mid-Season Invitational (MSI), one of two League of Legends global professional competitions.
CUE Cultural Innovation is a part of the Chinese Conglomerate CUE Group, which was formed in March 2018 when the four Chinese digital marketing firms WIN, Qi-xin, AnG, and Wina Tech merged into a partnership and the business was backed by KKR & Co. through its $9.3B USD Asian Fund III(. The company completed an undisclosed Series A funding round in May 2019, led by Anchor Equity Partners.
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