Nike Replaced by Li-Ning as Exclusive LPL Apparel Sponsor

Key insights

6 takeaways

01
Li-Ning has replaced Nike as the exclusive apparel partner for the League of Legends Pro League (LPL), the official professional league operated by TJ Sports.
02
Nike’s previous four-year exclusive deal, signed in 2019, was valued at approximately $7.48 million USD (￥50 million) annually.
03
The partnership transition follows significant public and government backlash against Nike in 2021 regarding the company's stance on Xinjiang labor practices, which briefly led to the obscuring of Nike branding during LPL broadcasts.
04
Li-Ning, which also owns the LPL team LNG, was previously restricted from displaying its branding during league broadcasts due to the exclusivity of the Nike contract.
05
Financial terms for the new Li-Ning sponsorship agreement have not been publicly disclosed.
06
The LPL is expected to announce its full list of partners for the upcoming spring season in the near future.

Summary

Li-Ning has replaced Nike as the exclusive apparel sponsor for the League of Legends Pro League (LPL), the premier professional esports circuit in China operated by TJ Sports. This transition marks the end of a partnership with Nike that began in 2019. While the financial terms of the new agreement remain undisclosed, the previous arrangement with Nike was valued at approximately $7.48 million USD annually.

The shift follows a period of significant tension between Nike and the Chinese market. In 2021, Nike faced public and governmental backlash regarding its stance on labor practices in Xinjiang, which briefly led to the removal of Nike branding from LPL team jerseys during broadcasts. Although the partnership was initially maintained following that controversy, the transition to Li-Ning—a domestic brand that also owns the LPL team LNG—aligns the league with a local partner.

The scope of this development is limited to the Chinese esports market and the professional League of Legends ecosystem. The change is expected to be fully integrated ahead of the LPL spring season, with leaked promotional materials already confirming the presence of Li-Ning apparel on professional players. This move provides Li-Ning with exclusive branding rights that were previously restricted under the Nike sponsorship, further consolidating the brand's presence in both traditional sports, such as the China Basketball Association, and the domestic esports sector.