12 Jan Suning secures OnePlus partnership
Chinese esports organisation Suning Gaming has announced a partnership with smartphone manufacturer OnePlus.
The partnership commenced on the opening day of League of Legends Pro League’s (LPL) 2021 Spring Split last Saturday, with Suning’s player jerseys featuring OnePlus’ logo.
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In addition, OnePlus revealed that the company has become the ‘designated phone brand’ for Suning as part of the deal. Financial details surrounding the partnership are yet to be disclosed.
No major activations have yet to be announced, however, OnePlus has already begun offering Suning-related giveaways to Chinese fans on social media.
This is not the first time that OnePlus has collaborated with an esports organisation, as the manufacturer also teamed up with European organisation Fnatic. The partnership — first announced in 2019 — was OnePlus’ esports debut, with Fnatic prominently featuring the manufacturer’s logo along with collaborating in various activations.
Alongside OnePlus’ logo being featured, Suning’s partnership with Chinese electrical brand Skyworth will also be showcased on player jerseys. The company’s logo has been placed above the smartphone manufacturer’s.
Prior to the League of Legends 2020 World Championships Finals, the Chinese esports organisation also teamed up with global fast-food chain KFC. The partnership included a range of fan engagement opportunities throughout 2020, with more activations expected in 2021.
Suning’s other partnerships include Logitech G, live streaming platform Huya and Suning.com.
Esports Insider says: Following Suning’s incredible League of Legends World Championship performance, it is no surprise to see the organisation acquire a huge brand such as OnePlus. Moreover, the partnership also highlights the smartphone manufacturer’s continued support of esports, with the firm particularly looking at China’s growing competitive gaming ecosystem.
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