Nongfu Spring energy drink brand Scream has signed a sponsorship deal with Chinese esports organization FunPlus Phoenix (FPX) for its League of Legends team. The Scream logo will be featured on the left chest of FPX’s team jerseys.
Financial terms of the deal were not disclosed.
The FPX League of Legends team is currently one of the best in the League of Legends Pro League (LPL). The team won the 2019 League of Legends World Championship in Paris and took second place in this year’s LPL Spring Split. FPX also competes in CS:GO, Call of Duty Mobile, and Valorant.
Scream is also one of the sponsors of the Chinese national diving team.
In addition, FPX has also attracted wider non-endemic brands and partners, and is also the only Chinese esports organization to sign a global partnership deal with automobile brand BMW, alongside five other esports organizations: OG, Fnatic, Cloud 9, T1, and G2 Esports. It also has multiple non-endemic sponsors, including OPPO, apparel brand Semir, Chinese restaurant Fish Cool, as well as the U.S. furniture maker Herman Miller as official equipment partner.
Since filing for an IPO at the Hong Kong Stock Exchange in September 2020, Nongfu Spring has become China’s biggest beverage company, which has also made its founder and chairman Shanshan Zhong, Asia’s richest person. In January, Zhong became China’s richest person and sixth in the world with a net worth of $92.1B USD, according to Forbes.
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