Chinese esports company TJ Sports announces partnership with Harbin Brewery for 2019 League of Legends Pro League.

TJ Sports, the Chinese esports company formed earlier this year by Tencent and Riot Games, has announced a partnership with Harbin Brewery for the 2019 League of Legends Pro League.

It’s the first time one of the four major LoL circuits has worked with an official alcohol partner, and will involve Harbin Brewery launching an exclusive promotional product named “Happy LPL Esports Can.” Special customised cans will be created for each LPL team, giving fans the opportunity to show support for their teams.

Anheuser-Busch-owned Harbin Brewery is no stranger to esports, having already made sponsorship deals with Invictus Gaming, Invictus Gaming Vitality, LGD Gaming, VG Gaming, and Newbee for the International, during 2016 and 2017.

Other LPL sponsors include Alienware, Doritos, HUPU, KFC, L’Oreal Men Expert, Mercedes-Benz and Nike (read more).

AYO.NEWS says:

Though other alcohol brands are getting involved with esports too, like New Belgian Brewing (DreamHack Austin 2018) and Warsteiner (Freaks 4U Gaming’s 99Liga), is it only a matter of time until some social crusading group starts saying “there’s no place for alcohol in esports?”

As AYO.NEWS reported a couple of weeks ago, in a similar vein albeit with non-alcoholic liquids, Spanish mineral water brand Font Vella is producing customised bottles based on the four esports teams it is now sponsoring (read more).

As you’ll see in this video, Harbin isn’t exactly too concerned about marketing to young people!