Paris Saint-Germain Expands to China, Partners With LGD Gaming

    • French football club Paris Saint-Germain F.C. has partnered with Chinese Dota 2squad LGD Gaming
    • The team will now play under the name PSG.LGD.
    • PSG’s goal with this partnership is to expand its foothold in China and cultivate its Asian fanbase.

    Today, Paris Saint-Germain   became the first major European soccer club to sign a partnership with a Dota 2   team—Chinese organization LGD Gaming. The team will now play under the name PSG.LGD.

    LGD Gaming also owns a League of Legends team, which appears to be unaffected by this partnership.

    PSG is the first major European soccer club to sign a partnership with a Dota 2 team.
    Last year, Paris Saint-Germain released its League of Legends   roster, which played in the EU Challenger Series, but failed to qualify for the EU LCS. While the organization continues to field rosters in FIFA 18   and Rocket League  , this marks PSG Esports’ return to the MOBA genre. By partnering with LGD, the club hopes to cultivate its Asian fan base. In February, PSG celebrated the Chinese New Year with its Chinese fans, which according to social media data already numbers over 1.3M.

    LGD Gaming appears to be an eager partner for companies looking to move into the Chinese market. Last month energy drink brand eNgage partnered with the organization with the same stated goal of expansion into Asia. LGD Gaming gets its name from the organization’s main sponsor, Guizhou Laogandie Food.

    LGD also operates its own dedicated 400-seat esports stadium in the city of Hangzhou, which LGD’s general manager Yang Shunhua said cost 30M yuan ($6.3M).

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    Director of merchandising and diversification for Paris Saint-Germain Fabien Allègre said:

    Last year, Paris Saint-Germain released its League of Legends roster, which competed in the EU Challenger Series.
    “We are very happy to once again be a pioneer by being the first major European football club to invest on Dota 2. With an average of over 500,000 players simultaneously connected, Dota 2 is one of the most popular esports games, especially in Asia, a strategic region for PSG. Driven by the ambition of the club and our confidence in our partners LGD and Webedia, we are determined to make this commitment a success.”

    In 2016, PSG launched its esports division by partnering with media group Webedia  . Last month, the organization signed a deal with Asian sports marketing agency Desports to represent its sponsorship and licensing interests in China.

    The Dota 2 squad will debut its new name and wear PSG jerseys for the first time at the Moscow major Epicenter XL on April 27.

Andreas Westman

Andreas Westman

Founder of Druidz E-Sport and love E-Sport. Playing games like League of Legends, Overwatch also one of the talking heads in Momentum podcast.

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