Honda partner with Team Liquid – Full list of car companies in esports

Published: 24/Jan/2019 16:32 Updated: 24/Jan/2019 18:14

by Calum Patterson


Team Liquid have announced that Japanese vehicle manufacturer Honda are now their ‘official automobile partner’, continuing the growing number of major car brands investing in esports and gaming.

Esports’ growth in recent years has led to a sharp increase in the number of non-endemic sponsorships, such as Coca-Cola, T-Mobile, McDonalds and Betway.

For some reason though, car companies are becoming some of the most prolific sponsors within esports, supporting teams, events and game publishers.

Honda / Team LiquidHonda became the official automobile sponsor of Team Liquid on January 24, 2019.

It’s far from Honda’s first entry into esports though, as they have previously sponsored events in Hearthstone and DotA2, and even ran their own ‘Honda eSports Championship’ in 2018.

Now, Team Liquid jerseys will feature the Honda branding, and the LCS roster will be given keys to their own fleet of Honda Civic’s with Liquid branding.

Following Team Liquid and Honda’s partnership, we’ve put together a list of all the car manufacturer’s involved in esports.

Audi (Astralis CS:GO and Origen LoL)


Astralis’ partnership with German manufacturer Audi, of the Volkswagen Group, began in January 2017, and was reportedly a deal worth $750,000. Audi has also partnered with Origen ahead of the 2019 LEC season – Origen belong to RFRSH entertainment, the holding company of Astralis and BLAST Pro Series events.

Subaru (CS:GO Invitational 2017)

The invited teams to Subaru’s CS:GO tournament.

Subaru went right in at the deep end, hosting a CS:GO invitational with some of the best teams in the world in 2017. Unfortunately, the Japanese company haven’t been back since.

Toyota (Overwatch League)

Toyota partnered Activision Blizzard’s Overwatch League in 2018.

The Overwatch League was designed with non-endemic sponsors in mind, and the Toyota partnership was an indication that it was working.

Mercedes-Benz (ESL, SK Gaming, F1 esports)

SK Gaming

Mercedes-Benz are arguably the car company most deeply involved in esports, with multiple projects and partnerships. On top of partnering with ESL and SK Gaming, they also field players in F1 Esports, under Mercedes AMG Petronas Esports.

Kia (LEC and CLG Rocket League)

South Korean car manufacturer Kia entered esports for 2019, by partnering with Riot Games and the League of Legends European Championship (LEC).

It wasn’t their first step into esports however, as they also sponsored Counter Logic Gaming’s Rocket League team in April 2018.


German manufacturer BMW entered esports in late 2017 by sponsoring the European finals of the League of Legends Championship Series. However, despite hiring Team Liquid’s Christoph Timm to work to expand BMW into esports, they haven’t been back since.

Porsche (iRacing eSports World Championship)

Another member of the Volkswagen Group, Porsche, also ventured into esports with the Porsche iRacing World Championship Series, a $100,000 ten-round championship in 2019.

Renault (Team Vitality)

French manufacturer Renault partnered with Team Vitality in 2018, for Rocket League and the F1 Esports Series.

Alfa Romeo (Alfa Romeo Sauber F1)

Italian manufacturer Alfa Romeo similarly got into esports through the F1 eSports Series, fielding the Sauber F1 team.

Hyundai (World Rally Championship)

Another racing esport drew in another automobile sponsor, as the eSports WRC powered by Hyundai even boasted a Hyundai i20 as a prize.

Nissan (GT Sport Cup, Team Curse)

Nissan sponsored Team Curse in 2013.

Nissan was one of the very first – possibly the first period – to enter into esports, sponsoring Team Curse’s League of Legends team in 2013, but only for a one-off video campaign.

However, Nissan came to esports more recently in 2018, running the GT Sports Cup.

Ford (Forza Racing Championship)

Ford teamed up with Microsoft’s Forza for the Racing Championship in 2017, with the winner taking home a Ford Focus RS.

McLaren (McLaren Shadow Project)

McLaren haven’t sponsored any teams or events, but they have started what they call the McLaren Shadow Project, with players competing in the F1 Esports Series.

Other Automotive industry sponsors

Car manufacturers aren’t the only automotive sponsors in esports though, as a host of other related businesses have invested, including:

  • Mobil 1 (Rocket League)
  • Turtle Wax (OpTic Gaming, Splyce)
  • Michelin (F1 eSports)

Car manufactures are specially suited to esports, given the target demographic of both industries – so we expect more still to get involved.

League of Legends

LIVE: LCS Lock In 2021 Day 1: Perkz’s debut for Cloud9 goes awry

Published: 15/Jan/2021 23:00 Updated: 16/Jan/2021 2:52

by Andrew Amos


The LCS has kicked off 2021 not with the Spring Split, but with a new tournament called Lock In. Similar to the KeSPA Cup or Demacia Cup, NA’s top teams will duke it out in a pre-season event right before the main season. Here’s what you need to know.

  • 100 Thieves, Liquid, Evil Geniuses, Dignitas open up LCS Lock In with wins.
  • Perkz’s Cloud9 debut goes awry with 4/7/2 statline on Yone.
  • Golden Guardians vs CLG next at 7pm PT / 10pm ET.

LCS Lock In: Stream

The LCS Lock In tournament is the 2021 starter for League of Legends in North America. All 10 LCS teams will take part in the two-week competition that gives fans a taster of the year to come.

They’re not playing for pittance either. The winning team will take home $150,000 USD, and a lot of confidence heading into the start of Spring 2021 in February.

LCS Lock In 2021: Teams & groups

As we mentioned earlier, all 10 of the LCS teams will be taking part in the Lock In tournament. Some teams may choose to field their academy rosters instead of their main rosters, but with $150,000 on the line, there’ll definitely be some teams gunning for the flag.

Among them, Summer 2020 champions TSM would be favorites. Having made a number of moves in the off-season, only keeping jungler Mingyi ‘Spica’ Lu, the new squad will have a hard task in front of them. Team Liquid, CLG, and Cloud9 also made some big moves in the off-season to catch back up.

The 10 teams will be split into groups of two, with the top four from each group making it to the single-elimination playoffs.

Group A Group B
TSM FlyQuest
100 Thieves Cloud9
CLG Dignitas
Golden Guardians Evil Geniuses
Team Liquid Immortals

LCS Lock In 2021: Schedule

Groups Day 1: Friday, January 15

Group Match PT ET GMT
Group A 100 Thieves 1 – 0 TSM 3pm 6pm 11pm
CLG 0 – 1 Liquid 4pm 7pm 12am (Jan 16)
Group B Cloud9 0 – 1 Evil Geniuses 5pm 8pm 1am (Jan 16)
Dignitas 1 – 0 FlyQuest 6pm 9pm 2am (Jan 16)
Group A Golden Guardians vs CLG 7pm 10pm 3am (Jan 16)

Groups Day 2: Saturday, January 16

Group Match PT ET GMT
Group B Immortals vs Evil Geniuses 1pm 4pm 9pm
Group A Golden Guardians vs TSM 2pm 5pm 10pm
Group B Cloud9 vs FlyQuest 3pm 6pm 11pm
Immortals vs Dignitas 4pm 7pm 12am (Jan 17)
Group A CLG vs 100 Thieves 5pm 8pm 1am (Jan 17)

Groups Day 3: Sunday, January 17

Group Match PT ET GMT
Group B Immortals vs Cloud9 1pm 4pm 9pm
Group A Liquid vs 100 Thieves 2pm 5pm 10pm
Group B Dignitas vs Evil Geniuses 3pm 6pm 11pm
Group A CLG vs TSM 4pm 7pm 12am (Jan 18)
Golden Guardians vs Liquid 5pm 8pm 1am (Jan 18)

Groups Day 4: Friday, January 22

Group Match PT ET GMT
Group B Dignitas vs Cloud9 3pm 6pm 11pm
Group A Golden Guardians vs 100 Thieves 4pm 7pm 12am (Jan 23)
Group B Evil Geniuses vs FlyQuest 5pm 8pm 1am (Jan 23)
Group A Liquid vs TSM 6pm 9pm 2am (Jan 23)
Group B Immortals vs FlyQuest 7pm 10pm 3am (Jan 23)

Quarterfinals Day 1: Saturday, January 23

TBD vs TBD 1pm 4pm 9pm
TBD vs TBD 5pm 8pm 1am (Jan 24)

Quarterfinals Day 2: Sunday, January 24

TBD vs TBD 1pm 4pm 9pm
TBD vs TBD 5pm 8pm 1am (Jan 24)

Semifinals Day 1: Friday, January 29

TBD vs TBD 3pm 6pm 11pm

Semifinals Day 2: Saturday, January 30

TBD vs TBD 1pm 4pm 9pm

Grand Finals: Sunday, January 31

TBD vs TBD 1pm 4pm 9pm