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Honda, TD Bank announce deal extensions with esports entities

Honda emblem - Honda Emblem, tags: td bank - unsplash

Car manufacturer company Honda and multination bank TD Bank recently offered deal extensions to each of their respective esports team, joining the likes of other companies such as Mercedes-Benz, BMW, and more as they enter competitive gaming.

Honda has expanded its sponsorship with leading esports organization Team Liquid. TD Bank, on the other hand, renewed its sponsorship with Toronto Ultra’s parent company OverActive Media (OAM).

Honda extends partnership with Team Liquid

Honda and Team Liquid have been close partners since 2019. The deal was made directly by both sides without any agency negotiating on behalf of each party, according to multiple reports. Honda Motor head of media department Phil Hruska explained that the expansion was based on the company’s intention to engage with esports enthusiasts.

“Our expanded relationship will further our engagement with esports enthusiasts — and specifically the young, multicultural, passionate audience of fans. We get to work closely with the players, coaches, and the marketing team in development of our creative,” Hruska said.

The timing could not be much better for Honda since NA LCS is about to begin this month. Earlier, the World Championships announced its return to the region.

Reportedly, the deal between Honda and Team Liquid was made surrounding naming rights, which will then be used in NA LCS as the tournament is set to begin the Summer Split starting Friday this week. Participating in the tournament will result in the birth of a hybrid team called Team Liquid Honda, as per multiple reports.

Looking at other similar instances in the past, it is possible to make out what the deal would look like. Take, for example, the deal between cryptocurrency exchange company FTX and Los Angeles-based TSM.

Following the purchase of the team’s naming rights by FTX, which was made official in a 10-year-long contract worth $210 million, TSM’s team jerseys became decorated by FTX. However, the company-decorated jerseys are not allowed by Riot Games in the LCS due to the organizer’s crypto deals policy.

The same is likely the case for Honda and Team Liquid since naming rights deals have been the go-to for Honda to expand their reach.

TD Bank extends deal with OAM, Toronto Defiant

TD Bank has renewed its sponsorship with OAM, Toronto Ultra’s parent company, which hosted the first Call of Duty League in Canada.

TD Bank’s deal also covers the Toronto Defiant, a regular participant in the Overwatch League. Similar to Honda’s case, the multinational bank’s deals are undisclosed.

“This is an opportunity that is helping the bank make meaningful connections with esports fans and our customers across Canada,” TD Bank vice president of brand and corporate sponsorships Michael Armstrong said.

“We have seen rapid growth of the esports industry from coast to coast, and collaborating with OverActive helps to provide TD with very unique and innovative opportunities to engage with an extremely passionate fanbase.”

The move made by Honda and TD Bank was surely a great sign that the competitive gaming scene is thriving. An OAM spokesperson told Sports Business Journal that the organization was pleased with the bank’s move, saying it showed that TD Bank was aware of the “growth potential in the esports industry”.