Doppelherz Sponsors JingDong Gaming

German supplement brand Doppelherz has entered into a sponsorship agreement with the League of Legends Pro League (LPL) team JingDong Gaming (JDG). While the financial terms and duration of the partnership remain undisclosed, the deal includes prominent branding, with the Doppelherz logo appearing on the left shoulder of the team’s official jerseys.

This partnership aligns with the brand’s broader marketing strategy to engage Gen Z consumers in the Chinese market, where Doppelherz has maintained a presence since 2015. The collaboration is particularly synergistic given that the organization is the esports arm of the Chinese e-commerce giant Jing Dong, which already hosts an official online store for the supplement brand. This move follows a history of high-profile marketing efforts by the brand in China, including previous campaigns featuring international and local celebrity ambassadors.

JingDong Gaming continues to maintain a diverse sponsorship portfolio, which includes partnerships with Intel, BOE, NIU, AutoFull, Durex, Republic of Gamers, and Huya. Despite a strong performance in the LPL Spring Split, where the team secured third place, JDG did not qualify for the 2024 Mid-Season Invitational. The sponsorship represents a continued investment by non-endemic brands into the Chinese professional esports landscape, leveraging the high visibility of top-tier League of Legends competition to reach younger demographics.