BYD Ocean Becomes LPL’s First Chinese Automotive Partner

The League of Legends Pro League (LPL) has secured BYD Ocean as its official automotive partner for the 2026 season. This agreement marks a significant milestone as the first time a domestic Chinese automotive brand has sponsored the premier League of Legends competition. The partnership focuses on the BYD Ocean Series, which encompasses the manufacturer’s line of electric and plug-in hybrid vehicles. While the specific financial terms and duration of the contract remain undisclosed, the deal effectively fills the vacancy left by Mercedes-Benz, which concluded its eight-year tenure as an LPL sponsor prior to the 2026 season.

This collaboration reflects a broader strategic effort by BYD to capture the attention of younger consumers through targeted engagement in the Chinese esports sector. The company has previously established a presence in competitive gaming by sponsoring the Honor of Kings team, Wuhan eStarPro, and participating in high-profile showmatches. The LPL partnership provides BYD with access to a highly developed, youth-oriented audience, aligning with the brand’s aggressive domestic sales growth. Notably, the BYD Ocean Series has achieved significant market penetration, reporting over 6.2 million cumulative units sold since its inception, with 2.22 million units sold in 2025 alone.

The move underscores the shifting landscape of esports sponsorships in China, where domestic manufacturers are increasingly leveraging the visibility of major leagues to compete for market share. By integrating its new-energy vehicle brand into the LPL ecosystem, BYD aims to solidify its position among younger demographics, utilizing the league’s reach to sustain its momentum in the competitive automotive industry.