Perspective: Honda And The League Of Legends Championship Series

Logan McLean, Esports Advisor, for NGame Esports talks about the Honda partnership with the League of Legends Championship series.

The automaker, Honda, recently announced a new partnership with Riot Games League of Legends Championship Series (LCS). From your perspective, what makes this an excellent collaboration for Honda?

Honda has recently partnered with Riot Games League of Legends (LoL) Championship series becoming the exclusive automotive partner of the LCS. The partnership is another positive indicator for the industry, specifically the continued growth and success of LoL.

The surprise is that Honda beat other auto juggernauts to market. Honda is not the only automotive manufacturer to have activated within the League of Legends scene.

What would you consider key performance indicators (KPIs) for Honda when evaluating this partnership?

I believe this partnership for Honda has a 5-7 year timeline with the focus on creating positive brand recognition with young adult viewers. The plan is by the time the young adult viewers are ready to purchase a vehicle they are more inclined to buy a Honda as a result of continued brand reinforcement.

The short term performance indicators will be fan engagement and social media impact through advertisements and other promotional activities.

Photo by Sourav Mishra from Pexels

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