Hisense Group Holdings (Hisense), a leading Chinese multinational in appliances and electronics, revealed a significant sponsorship agreement with China’s premier Honor of Kings competition, the King Pro League (KPL).
This collaboration establishes Hisense as an official partner alongside prominent brands such as PUMA, Snapdragon, Shanghai Volkswagen, Clear, Meituan, Snow Beer, and Castrol.
While the financial details remain undisclosed, this partnership underscores Hisense’s stature as one of China’s foremost home appliance brands. Since 2016, the company has shown keen interest in sponsoring major global football events, including the UEFA European Championships of 2016 and 2020, the 2018 FIFA World Cup in Russia, and the 2022 FIFA World Cup in Qatar. Notably, on September 1st, Hisense declared its official global partnership with the 2024 UEFA European Championship in Germany.
This recent announcement marks Hisense’s inaugural venture into esports sponsorship, highlighting its evolving marketing strategies. In January, TiMi Studios, the developer behind Honor of Kings, affirmed its dedication to expanding the game’s esports footprint globally by investing $15 million USD in overseas markets and constructing an international esports ecosystem.
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