As we highlighted in a recent article, Chevrolet recently sponsored major Chinese esports organization Invictus Gaming, with the brand’s bowtie emblem now appearing on the professional League of Legends team’s uniforms.
Rather infamously, Chevrolet also sponsors Manchester United after signing a seven-year, $559 million shirt sponsorship deal with the team shortly before the brand pulled out of Europe in 2013.
The brand recently brought its two sponsored teams together for a promotional event in China, as reported by esports gaming website Dota Esports, where they did a Chevrolet jersey swap in front of fans and took photos with each other.
A post by Invictus Gaming on Chinese social media network Weibo thanked Chevrolet for bringing the teams together.
“Today, IG’s team and Manchester United’s stars exchanged jerseys, cheering on one another,” the translated post reads. “IG’s players also felt the charisma of a first-class, professional football club, as United showcased their team’s solid foundation. We thank @Chevrolet for bringing us together, and of course @Manchester United! Let us work hard together, fighting for our dreams.”
Manchester United’s Weibo page also referenced the jersey swap.
“Grateful to @Chevrolet and @Invictus Gaming for the pre-match cheers,” the team’s post said. “The future of Chinese esports has been changed because of you, so let us work hard together as we find new roads.”
— Barento Mohammed (@RazLPL) July 23, 2019
The esports industry is slated to become a $1 billion industry in 2019 and is particularly popular in China. Chevy’s sponsorship of Invictus is notable as the team is the reigning League of Legends world champions and thus has a massive following and reach in their home market.
One Twitter user even joked that Manchester United must have been “ecstatic” to meet Invictus Gaming due to their status as LoL champions and overall popularity in China.