Ninjas in Pyjamas partners with automotive company BYD

Multinational esports organisation Ninjas in Pyjamas has announced a global strategic partnership with Chinese automaker BYD.

According to a release, the esports organisation, which falls under the larger NIP Group banner, will look to promote BYD’s brand, products and technology to a global audience.

The partnership is an extension of both entities’ China-exclusive deal which saw the car brand support NIP to help ‘connect diverse communities that share a passion for innovation and esports’. The new deal will see NIP and BYD collaborate on a variety of initiatives, activations and experiences for fans worldwide. Exact details have yet to be revealed.

By becoming NIP’s partner, BYD joins the likes of FILA, Zilliqa, Kingstone, and Red Bull. The car company is mainly known in the Chinese market for its advancements in electric vehicles and cutting-edge technologies.

While carmaker partnerships are not all too common in esports, an increasing number of brands have entered the esports industry in the past years.

German automaker Mercedes-Benz is a partner of Riot Games‘ global esports events while Kia is currently a partner of both the LCS and the LEC. In particular, the Korean car maker also sponsored individual esports teams such as Cloud9 and is a name sponsor for the LCK team Dplus KIA. Other carmaker partnerships include Honda and Team Liquid, with Audi also a sponsor for Chinese team Weibo Gaming.

Last year, Ninjas in Pyjamas completed the merger with Chinese digital sports group ESV5 E-SPORT GROUP CO., forming a new entity called NIP Group. The team officially entered the Chinese market through the League of Legends Pro League (LPL) and has been operating several support businesses in events and entertainment production.

Hicham Chahine, Co-CEO of NIP Group, commented: “We are delighted to further solidify our global strategic partnership with BYD, marking a thrilling new phase in our collaboration.

“BYD is an amazingly innovative automotive company. The fusion of BYD’s innovation commitment and our esports community’s passion forms a formidable alliance. We are geared up to reach unprecedented levels together.”