Smart home appliance brand Midea has entered a partnership with the Honor of Kings International Championship (KIC) 2025.
Midea will serve as the official appliance sponsor of the mobile game’s international event, which is set to take place in the Philippines.
Midea’s venture into Honor of Kings esports is a surprising one, as it has historically sponsored and supported traditional sports. This includes partnerships with clubs such as FC Barcelona and organisations like the Asian Football Confederation.
In 2025 Honor of Kings has entered several partnerships, including collaborations for KIC 2025. For example, Filipino boy band SB19 was revealed as the official music artist of the championships, performing the tournament’s anthem before matches begin on November 14th, 2025.
In a post online, the official Honor of Kings esports account said: “We’re excited to announce that Midea, one of the world’s smart home appliance brands, partners with Honor of Kings as the official appliance sponsor for KIC 2025.
“Midea brings innovation and comfort to your home, empowering players to perform at their best, both in-game and in life!”
What is KIC 2025?
The Honor of Kings International Championship is one of the most prestigious events of the game’s 2025 season to decide the best team outside of China.
Running from November 14th to 30th, 16 teams will compete for the lion’s share of a $1m (~£760,000) prize pool and a qualification to the Challenger Cup 2025. As it stands HomeBois BSE, formerly Black Shrew Esports, is the defending champion of the event.
Fans who are not able to attend KIC 2025 will be able to see all the matches live on the official YouTube and Twitch channels.
Honor of Kings is a popular mobile MOBA game developed by TiMi Studio Group, a subsidiary of Tencent. It is a 5v5 online multiplayer title that has become one of the most popular esports titles in 2025. Just this weekend, the game broke the Guinness World Record for the largest live attendance ever for an esports match.
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