Chinese esports organization JingDong Gaming (JDG) has actually signed a strategic collaboration handle Sony China that will see the esports company promote Sony TVs. In addition, Sony’s logo will be featured on JDG team jerseys.

Financial terms of the deal were not divulged.

JDG is one of the top-performing groups in China’s League of Legends Pro League. In May, the group won the LPL Spring Split, ending up being the ninth group to win the LPL prize in history.

As a non-endemic worldwide brand, Sony has shown its interests in Chinese youth culture, particularly esports and anime. In April Sony invested $400M USD in anime-focused video platform Bilibili.

JDG was established in 2017 by JingDong, a major e-commerce platform in China. JDG presently has ten sponsors including Sony, Intel, Logitech, DouYu, Langsdom, BOSE, headset brand Edifier, plug brand name Bull, and hardware brand Colorful.