Hisense Group Sponsors China's King Pro League

Key insights

5 takeaways

01
Hisense Group has entered the esports sector for the first time by signing a sponsorship deal with China’s King Pro League (KPL).
02
The financial terms of the partnership between Hisense and the King Pro League were not disclosed.
03
Hisense joins an existing roster of KPL partners that includes PUMA, Snapdragon, Shanghai Volkswagen, Clear, Meituan, Snow Beer, and Castrol.
04
This move follows developer TiMi Studios' January announcement of a $15 million USD investment to expand the global esports ecosystem for Honor of Kings.
05
Hisense has a history of major sports sponsorships, including the 2016 and 2020 UEFA European Championships, the 2018 and 2022 FIFA World Cups, and the 2024 UEFA European Championship.

Summary

The Chinese multinational electronics manufacturer Hisense Group has officially entered the esports sponsorship market by partnering with the King Pro League (KPL), the premier professional competition for the mobile title Honor of Kings. This agreement marks the first time the company has sponsored an esports organization or event, signaling a strategic shift for a brand historically focused on traditional sports, including major football tournaments like the FIFA World Cup and the UEFA European Championship.

While the financial terms of the deal remain undisclosed, the partnership positions Hisense alongside an established roster of sponsors for the KPL, such as PUMA, Snapdragon, Shanghai Volkswagen, and various consumer goods brands. This move aligns with broader industry trends, specifically the ongoing efforts by TiMi Studios to expand the global footprint of Honor of Kings. As part of this expansion, the developer previously announced a $15 million USD investment aimed at growing the game’s international esports ecosystem.

The sponsorship reflects a growing trend of major consumer electronics brands integrating into the competitive gaming landscape in China. By joining the KPL, Hisense leverages the high engagement levels of the league’s audience to diversify its marketing portfolio beyond its traditional sports sponsorships. This development highlights the increasing commercial maturity of the Chinese mobile esports sector and the continued interest from non-endemic brands in securing partnerships within the professional gaming space.