Invictus Gaming Signs Sponsorship Deal With Mala Prince

The Chinese esports organization Invictus Gaming (IG) has entered into a sponsorship agreement with the spicy gluten snack brand Mala Prince. This partnership marks a significant milestone for the organization, as it represents the first time IG has secured a snack food brand as an official sponsor. Under the terms of the deal, the Mala Prince logo will be prominently displayed on the left shoulder of the team’s jerseys during all 2023 League of Legends Pro League (LPL) matches.

While the specific financial terms of the agreement remain undisclosed, the collaboration highlights the growing commercial intersection between the Chinese esports sector and the domestic snack industry. The broader market for spicy gluten in China is substantial, valued at approximately ￥45.5 billion ($6.65 billion USD) according to regional government data. Industry projections suggest this market is on a growth trajectory, with an expected valuation of ￥70 billion ($10 billion USD) by 2026.

This sponsorship adds to the existing commercial portfolio of the IG League of Legends team, which currently maintains partnerships with Zeiss and now Mala Prince. By integrating a consumer-facing snack brand into its apparel, the organization is diversifying its sponsorship base within the competitive Chinese esports landscape. The deal reflects broader trends in the industry where endemic and non-endemic brands increasingly leverage the visibility of professional esports teams to reach younger demographics.