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Chinese Smartphone Maker Honor Scores Esports Pro Yinuo’s Endorsement
Leading Chinese smartphone maker Honor launched its gaming-centric model late last year and roped in esports pro Yinuo as the face of it.
The deal brokered by Sportfive is a collaboration geared to cement Honor’s foothold in the esports industry and appeal to young Chinese gaming enthusiasts, as the Honor GT is currently only available in China.
Following the deal, Eike Gyllensvard, President of Global Esports and Gaming at Sportfive, said, “Yinuo’s remarkable achievements at the Hangzhou Asian Games exemplify competitive excellence and a relentless pursuit of perfection, core values that align seamlessly with Honor’s brand philosophy. This partnership marks a significant milestone in deepening Honor’s integration within the gaming ecosystem cherished by the younger generation.”
According to ASN data, Honor has a mere 0.2% share for its category, spending US$326k in the Asian sponsorship market since Q222. Its main deal was a celebrity endorsement with Chinese actor Simon Gong Jun worth US$221k, which was withdrawn in November 2023.
Meanwhile, China’s esports sponsorship investment has garnered about US$33.8m since Q222, with an average quarterly investment of US$2.8m+, and Q125 is forecasted to hit US$2.1m+ after a lacklustre Q224 to Q424 which had spends between US$306k and US$375k.
