OMODA, a sub-division of the Chinese automotive giant Chery Automobile, has entered a multi-year partnership with Riot Games to become the first Official Automotive Partner of VALORANT Esports EMEA.

Announced as a Main Partner through 2028, the deal encompasses both the VALORANT Champions Tour (VCT) EMEA and Game Changers EMEA. The collaboration will see OMODA vehicles integrated into regional broadcasts through a dedicated segment highlighting the match of the week, as well as physical activations at live events, including the upcoming Stage 2 Finals in Barcelona.

The partnership is structured around a long-term commitment to the EMEA ecosystem, with OMODA also serving as the presenting sponsor for the Finals MVP award at each stage. By aligning with one of the most prominent esports titles in the West, OMODA aims to leverage the platform’s high-tech and youthful image to build brand affinity with “young pioneers.”

This move represents a significant step in the brand’s Western expansion, using competitive gaming to establish itself as a cultural fixture for a demographic that prioritises innovation and self-expression.

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“OMODA has shown real commitment to the thriving VALORANT esports ecosystem by partnering with us on a multi-year partnership, and we’re very excited to collaborate with them to enhance the player experience for our fans across EMEA,” said Charlie Allen, EMEA Director of Commercial Partnerships & Business Development at Riot Games. “Bringing in OMODA as our first automotive partner on VCT demonstrates the growth, global relevance, and mainstream attraction of our league and game.”

“Esports is where passion, technology, and self-expression collide, and that’s exactly the energy we bring to mobility,” stated Jingya Liao, Global Brand Director of OMODA.

Established in 2022 as an export-only brand under Chery, OMODA is specifically designed for international markets with a “Born Global” philosophy. The brand’s presence in the Barcelona finals is particularly symbolic; in 2024, its parent company signed a joint venture to manufacture vehicles in a former Nissan factory in the same city.

This VALORANT deal follows OMODA’s recent foray into traditional sports, including a partnership with the Investec Champions Cup in rugby. However, the shift into the VALORANT Champions Tour suggests a more targeted attempt to reach 18–35-year-olds. For the industry, this represents a potential new wave of Chinese investment and sponsorship. The arrival of well-capitalised Chinese automotive challengers willing to commit to long cycles could provide a stability boost to the esports sponsorship landscape.

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