Midea has become the official appliance sponsor for the Honor of Kings International Championship 2025, one of the largest mobile esports tournaments of the year. The event runs from November 14 to 30 in the Philippines with sixteen teams competing for a million-dollar prize pool and spots in the Challenger Cup.
A Surprising Partnership
Midea’s entry into esports marks a bold shift from its sports sponsorships with FC Barcelona and the Asian Football Confederation. The brand announced its partnership through Honor of Kings Esports’ official channels, stating that it aims to “empower players to perform at their best, in-game and in life.” The collaboration follows other high-profile deals including the appointment of Filipino boy band SB19 as the official music artist for KIC 2025.
Elevating Honor of Kings Global Scene
Developed by TiMi Studio Group, Honor of Kings has emerged as one of the most-watched mobile titles of the year, recently setting a Guinness World Record for live attendance with over 62,000 fans in Beijing. KIC 2025 will bring that momentum to the international stage, streaming live on YouTube and Twitch for a global audience.
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