Honda, Lexus Expand Esports Involvement

Honda and Lexus are both expanding their marketing activities around esports. 

Honda continues its role as the official automaker of Team Liquid and adds League of Legends and Academy team's naming sponsorship rights, a first for an automaker in the League of Legends Championship Series (LCS) in North America. 

The naming rights deal – as Team Liquid Honda – also heralds the evolution of Honda's esports and gaming journey as the brand reaches out to gamers at all levels to deepen its relationship with young, first-time and multicultural buyers, according to the automaker. 

The new team name debuts on Honda-branded jerseys at the LCS Summer Split, which begins June 17. Fans can try on the new Team Liquid Honda jersey in augmented reality on Snapchat, available for pre-order now, at



Honda became the official automotive partner and official vehicle of Team Liquid in 2019.

The new deal also includes Team Liquid Honda-branded vehicles for players and coaches, including the all-new Honda HR-V compact SUV and Civic Hatchback throughout the 2022-23 tournament season.

A new “Honda Lounge” is being created within the Team Liquid North America HQ, where Team Liquid Honda athletes can recharge and prep for tournaments and appearances.

The social media accounts for Team Liquid's League of Legends players will also reflect the new Team Liquid Honda branding with new banners and inclusion in player display names on Twitter, Instagram and YouTube.

Lexus is expanding its relationship with 100 Thieves, including creating a customized NX to commemorate their victory. The Thieves NX features the first generative artwork leveraging championship gameplay data.

To create a graphic representation of 100 Thieves’ championship win, Lexus put the raw player data into a generative design tool created especially for the project. Player actions and movements from the team’s 11 winning playoff matches are represented by lines, nodes and curves. Each win is outlined in reflective red ink and etched with a designated top player name.

The Thieves NX, a 2022 NX 350 F Sport Handling AWD, is customized with 100 Thieves-themed embossed headrests, floor and cargo mats, puddle lamps, door sills and ambient illumination. 

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