One Korean League of Legends team confirmed their new sponsorship last night, making a play for the greatest branding in all of esports.
LCK side ESC Ever has been purchased by Korean food giant Genesis BBQ Chicken. An incredible name change was required, and the team did not disappoint—the roster of Ever will now compete as BBQ Olivers in the 2017 LCK season.
The “Olivers” part of the moniker is to advertise that Genesis BBQ properties only use 100 percent olive oil—something which is apparently unique in in the Korean barbecue industry.
The team’s truly incredible logo, which features a chicken in an armored helmet, apparently represents the “strength, will, and courage of the rooster” according to a translation of the announcement from Liquid Legends.
While the sponsor may be somewhat humorous, it’s a big deal for the team and for the industry. Genesis has 350 franchises all across Asia and Europe, with outlets in Canada, the U.S., and Australia.
“Through support from BBQ—who lead Korea’s healthy dining culture—I am certain that Korean esports and BBQ will grow together,” KeSPA chairman Jeon Byung Heon said in the official announcement of the move. “Going forward, the association will not grow lazy in its efforts to create an healthy esports ecosystem and an esports culture everyone can enjoy.”
The team are going into just their second season in the LCK after getting promoted in the 2016 Summer Promotion tournament. Their debut season did not go to plan, as they finished ninth and were forced to fight off upcoming challenger sides to retain their place in the league.