Swiss Watchmaker TISSOT Sponsors Edward Gaming

Swiss watchmaker Tissot has entered into a sponsorship agreement with the Chinese esports organization Edward Gaming (EDG), establishing itself as the team’s exclusive watch partner. This partnership represents a significant milestone in the League of Legends Pro League (LPL), as it marks the first time an LPL team has secured a deal with an international watch brand. While the financial terms of the agreement remain undisclosed, the collaboration includes prominent branding, with the Tissot logo featured on the left shoulder of the team’s official jerseys. Notably, players will not be required to wear Tissot watches during competitive play.

The deal underscores the growing commercial influence of Edward Gaming, which has established itself as one of the most successful and marketable organizations in the Chinese esports landscape. Following their victory at the 2021 League of Legends World Championship in Iceland, the team has continued to attract a diverse portfolio of non-endemic sponsors. Beyond the watchmaker, the organization maintains partnerships with various major brands, including Red Bull, Exxon Mobil Super, Luckin Coffee, TCL, and the electric vehicle manufacturer HYCAN.

This development highlights the ongoing trend of luxury and mainstream brands seeking deeper integration into the professional esports ecosystem in China. By aligning with a high-performing team like Edward Gaming, Tissot leverages the organization's significant reach and commercial value to engage with the competitive gaming audience. The partnership reflects the broader professionalization of the LPL and the increasing willingness of global luxury entities to invest in the marketing potential of top-tier esports organizations.