Audi Partners With China Gold to Reward Chinese Players at Road to Asian Games Opening Ceremony

The opening ceremony of the Road to Asian Games, held on June 17, 2023, served as a platform for a high-profile brand activation involving Audi and the China National Gold Group Corporation (GNGC). As the chief partner of the event, Audi utilized the occasion to honor five prominent Chinese esports athletes who secured championships at the 2018 Jakarta Asian Games. The recipients included coach Ji “Abu” Xing, players Shi “Ming” Senming and Su “Xiye” Hanwei from the League of Legends team, and Zhang “Laoshuai” Yuchen and Wang “Alan” Tianlong from the Honor of Kings team.

The initiative involved the presentation of commemorative silver rings to these athletes. While Audi provided the conceptual design for the awards, the physical production was executed by GNGC, China’s largest state-owned mining corporation. This collaboration highlights the intersection of luxury automotive branding, state-backed industrial manufacturing, and the growing prestige of national esports representation in China.

The event, organized by the Olympic Council of Asia and the Asian Electronic Sports Federation, underscores the increasing institutionalization of competitive gaming within the Asian sporting landscape. By aligning with national heroes and state-owned entities, Audi effectively leveraged the Road to Asian Games to strengthen its brand presence within the Chinese esports market. This partnership reflects a broader trend of major non-endemic brands integrating themselves into the professional esports ecosystem through high-visibility ceremonies and athlete-focused recognition programs.