With the recent revelation that T1 GOAT Lee “Faker” Sang-hyeok would be receiving the not-so-dubious honor of having his face adorn a popular confectionery brand across Korea (Lotte), professional League of Legends athletes have officially reached the next plateau of mainstream recognition (not that they need it – Korea is incredibly forward-thinking when it comes to esports, one of many factors as to why they have been historically dominant as a region).
While food and drink related sponsorships in esports aren’t too far-fetched in terms of being a completely new idea, typically we would see brands simply attach their name to a tournament – see Coke Zero’s backing of the Challenger Series, Pringles following the LEC across Europe, or OGN having popular Korean energy drink Hot6ix as a title sponsor. Specific player themed partnerships are almost unheard of, especially in team games, and this is why the collaboration is especially striking – it is something that usually happens with celebrities, which is something Faker certainly is.
The above ad features Faker playing his signature champions, one hand on the mouse/keyboard and the other ready to reach for the ice cream as a reward once he seizes yet another victory. In fact, the sponsorship comes at a very appropriate time, given that the legendary mid laner has recently added another jewel to his crown – the LCK 2020 Spring Championship Title.
We’ll be taking a look at a handful of potential partnerships between players and maybe some not-so-obvious links to be made in a very tongue-in-cheek fashion below.
JDG Yagao and… Colgate?
JD Gaming are the most recent LPL champions, so it’s only fitting that their midlaner now gets his fair share of recognition. Zeng “Yagao” Qi has always lived in the shadow of the superstar talent that his region either breeds or imports, but now he stands above the rest with a trophy in hand and what could very well be a toothbrush in the other.
This isn’t because of his powerful smile; no, rather, it’s because of Yagao’s in-game name literally translating as Toothpaste in Chinese. In fact, his solo queue ID used to be named after a very specific brand of toothpaste, so perhaps Darlie is a better fit than Colgate.
100T Ssumday and [chocolate brand of your choosing put in the freezer for three days straight]
After watching Kim “Ssumday” Chan-ho hit the stage with roster after roster and still put up all-star worthy performances year after year, there’s only one conclusion to come to: the man does not break. Put him in any kind of environment, any sort of line-up, and he will still shine. Or, if the frozen chocolate bar analogy is to be taken further, break your teeth – especially if you’re the enemy toplaner.
G2 Perkz and Hot Sauce
Spicy, versatile, goes well with most things, makes a lot of other aspects of a meal simply better, and can be annoyingly messy at times – perhaps it’s the fact that I’m writing this entry last, and nothing can top Faker ice cream, but man. Luka “Perkz” Perkovic has it all.
Let us know in the comments below if you have any ideas for player and product partnerships in competitive League of Legends.