This is a new chapter in the cooperation between brands and e-sports since the two sides announced the renewal of cooperation at the beginning of 20021.
Deep binding, starting from the "core"
As early as the beginning of 20 16, Intel took the first step in the integration of hardware and e-sports industry with forward-looking marketing strategy, and became one of the important sponsors of League of Legends (hereinafter referred to as LPL), the top professional e-sports league in China. In the seven years of cooperation between the two parties, Intel has realized the mutual empowerment between the brand itself and the e-sports club through various business models. Intel has been actively promoting the development of global e-sports events. The Intel Extreme Masters Cup (IEM) for professional players, co-founded with the European e-sports league ESL, has a history of nearly 15 years, and the Intel Masters Challenge (IMC) for quasi-professional players in China will also usher in the fifth fierce competition this year. In addition, the Intel Extreme Masters Cup (IEM) during the 20 18 PyeongChang Winter Olympics, and the IntelWorldOpen before this year's Tokyo Olympic Games, as global events, showed their e-sports style on the Olympic stage.
In addition to actively building the stage of e-sports events, Intel has been paying attention to and promoting the coordinated development of e-sports ecology, and exploring new opportunities in the e-sports industry with partners including e-sports clubs. Achieving the title through sponsorship cooperation is also an important step for Intel to deepen the commercialization of e-sports. The deep binding with the e-sports club really starts from the "core".
All "core" postures compete for the stadium.
JD.COM JDG E-sports Club has taken "Dream and Future" as its team slogan since its establishment on 20 17. Through the efforts of the whole team, the team has made breakthroughs year by year, from the third place in the summer competition of 20 18 to the second place in the spring competition of 20 19, and then to the champion in the spring competition of 2020, which truly shows the courage of e-sports.
At the same time, JDG team has been deeply involved in the commercialization of e-sports, which not only realized the mutual empowerment between clubs and sponsoring brands through event exposure, brand operation and marketing activities, but also created a precedent for commercial sponsorship mode in the industry. While building the top e-sports club in China, we have also built a "one ring, one road" e-sports service model, that is, from brand to transformation, from online to offline channel closed loop, and become an e-sports service expert in various fields. While creating a market for brands, it will bring the benefits of e-commerce sales transformation with products and efficiency.
This time, through sponsorship cooperation, we reached a title cooperation with Intel, which is also a new exploration in the field of e-sports commercialization. Through the deep binding with the brand, we can reach deeper users and form the interactive influence of the audience. Start the game with a full "core" attitude.
Strong alliance, win-win cooperation * * *
E-sports industry, as a branch of sports, draws lessons from the development path of traditional sports model to some extent in the process of commercialization. As the e-sports ecology tends to be stable, platforms and brands that want to enter the game will pay more attention to the e-sports industry chain, and the requirements for ecological transformation and influence within the e-sports industry will be further improved. Therefore, the naming cooperation between JD.COM JDG E-sports Club and Intel is a measure to further optimize the e-sports ecology in line with the development of traditional sports. The two sides are committed to building industry benchmarks and creating a more standardized e-sports operation model.
Through the deep binding of the title for two years, we also look forward to deeper cooperation between the two sides in the future.