Deutsche Lufthansa Becomes Jing Dong Gaming’s Exclusive Airline Partner

Deutsche Lufthansa AG has entered into a strategic partnership with the Chinese esports organization Jing Dong Gaming (JDG), establishing the German carrier as the team’s exclusive airline partner for international competitions. Announced in May 2023, the agreement aims to facilitate travel logistics for the organization as it participates in global esports events. While the specific financial terms of the deal remain undisclosed, the partnership underscores the growing intersection between traditional corporate entities and the professional gaming sector.

The collaboration coincides with JDG’s participation in the 2023 League of Legends Mid-Season Invitational (MSI) held in London. As a top-tier competitor in the League of Legends Pro League (LPL), JDG continues to expand its commercial portfolio, which already includes significant sponsorships from brands such as Intel, ASUS, ROG, Huya, and the dairy company Yili. The organization’s ability to secure high-profile partnerships reflects its status as a leading entity within the Chinese esports landscape.

This partnership highlights a broader trend of international brands leveraging the global reach of esports to engage with younger, digitally native audiences. By securing exclusive travel rights, Lufthansa aligns itself with a high-performing team that frequently requires international transit for major tournaments. The deal serves as a strategic move for both parties, providing JDG with reliable travel support while offering Lufthansa a direct connection to the competitive gaming market in China and beyond.