Burger King Sponsors Weibo Gaming

Key insights

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New deal

Weibo Gaming has secured a sponsorship agreement with Burger King.

The Chinese esports organization Weibo Gaming (WBG) has partnered with the American fast-food chain Burger King.

Brand visibility

Burger King will be listed as an official sponsor but will not appear on team jerseys.

Burger King will be officially recognized on Weibo Gaming’s sponsor list. However, the agreement does not include placing the Burger King logo on the team’s jerseys.

Visibility terms. Burger King will be included on WBG’s official sponsor list, though the brand will not feature its logo on the team’s jerseys.

Competitive landscape

Weibo Gaming competes in multiple major professional esports leagues in China.

Weibo Gaming has a significant presence in Chinese professional gaming. They compete in titles like League of Legends, Honor of Kings, Peacekeeper Elite, and Identity V.

Competitive reach. Weibo Gaming competes in several major professional leagues in China, including the League of Legends Pro League (LPL), King Pro League (KPL), Peace Elite League (PEL), and the Identity V…

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Summary

The Chinese esports organization Weibo Gaming (WBG) has entered into a sponsorship agreement with the American fast-food chain Burger King. This partnership focuses primarily on content creation hosted on the Chinese social media platform Weibo, which serves as the parent company of the esports organization. While the brand will be officially recognized on the team’s sponsor list, the agreement does not include the placement of the Burger King logo on WBG team jerseys. Financial terms of the deal remain undisclosed.

Weibo Gaming maintains a significant presence in the Chinese professional gaming landscape, competing in major titles including League of Legends, Honor of Kings, Peacekeeper Elite, Identity V, and the professional Valorant circuit. The organization, which was acquired by Weibo in 2021, previously operated under the name Suning Gaming and achieved a second-place finish at the 2020 League of Legends World Championship.

This sponsorship adds to an existing portfolio of partners for Weibo Gaming, which includes brands such as Audi, Lenovo, Razer, Anda Seat, and Diesel. The collaboration highlights the ongoing integration of global consumer brands into the Chinese esports market, leveraging the reach of major social media platforms to engage with competitive gaming audiences.