The Group acquired 80% ownership of “Snake Esports”, and rebranded it with the new name “LNG” (Li Ning Gaming Esports) and a new team logo in the second quarter of 2019. By entering e-sports, the emerging industry with vast development potential, and investing in an e-sports team under League of Legends Pro League (LPL), the Group intended to capitalize on the resources of emerging sports, extend its reach to dynamic young consumers, and create synergy with its sports resources.
Under the operation of the Group, LNG E-Sports Club has achieved impressive results in many e-sports events. In the 2020 OPL Autumn Game, LNG won the national championship with a record of 22 victories. In the LPL National Professional League, the LNG team reached the national top four for two consecutive years in 2021 and 2022 and represented China in the LOL global finals in 2021. Under the operation and training of the club, many players have won titles such as the best jungle in the LPL regular season, the LPL All-Star Assassin Champion, and the LPL All-Star MVP. In 2022, the LNG club was favored by brands such as Lynk & Co. due to its good business operations and increasing brand influence. The number of sponsors that the club has is ranked top four in the league.
The group also increased brand awareness and developed the consumption opportunities for LNG by doing various marketing promotions on social media, launching customized products in conjunction with other brands, and also arranged LNG team to participate in a number of public charity activities to contribute to the community.
The main stadium of LNG was moved to the Suzhou Yangcheng International Esports Stadium in January of 2020. The group plans to develop the LNG main stadium through the experience and resources gained from the traditional sports industry for years, such as undertaking different types of events, holding offline activities, establishing immersive Esports cultural space, etc.
Other Investment and Cooperation
From time to time, the Group held discussions with different prospective parties, including local governments, reputable property development companies, and established financial institutions, in order to strike strategic partnerships to explore cooperation opportunities on community development projects and sports-related commercial opportunities with growth prospects in China.
The Group is one of the founding shareholders of Jump 360 Holdings Ltd, which is an operator of indoor trampoline parks in Asia. This investment is an initiative to enrich and complement our sports portfolio and attract nationwide participation in sports activities.Check out HERE for more information on Jump 360.
Dr. Chen Sports Training & Rehabilitation Center
With an aim to enhance the physical health and sports performance of city dwellers, the Group has co-operated with Dr. Bob Chen, a reputed sports and physical rehabilitation expert, and targeted to set up "Dr. Chen Sports Training & Rehabilitation Center" in Li Ning Sports Parks, sports communities and major cities in the PRC. Dr. Bob Chen was an ex-professor of New York University and ex-assistant professor of Hong Kong Polytechnic University, respectively, and was appointed as the chief expert of physical rehabilitation of China Basketball Association and China Golf Association. He helped Chinese national teams in preparing for various summer and winter Olympics during 2004-2016. Capitalizing Dr. Bob Chen’s experience, recognition and acceptability in the aspect of sports rehabilitation, together with his professional executive team and skills, Dr. Chen Sports Training & Rehabilitation Center is expected to provide all-round physical rehabilitation training and contribute to health management for professional and amateur athletes, as well as the community.Check out HERE for more information on Dr. Chen Sports Training & Rehabilitation Center.