Honda Motor Co is pumping more marketing dollars into competitive video gaming to protect its status as the dominant carmaker among young, first-time buyers.
The Japanese auto giant is becoming the official automaker of Riot Games Inc’s League of Legends Championship Series, one of North America’s biggest esports leagues.
The news comes eight months after Honda signed a partnership with Team Liquid, a three-time league champion.
Honda’s goal is to meet young consumers on their own terms.
The global esports audience is more than 450 million people, according to analysis firm Newzoo, and North America represents the largest market.
That group is largely young, tech-savvy consumers who don’t interact with marketing in the same way as their older peers.
Millennials and Gen Z are the only generations increasing their share of car sales right now, and Honda is well-positioned with those groups.
Honda Civic and Accord models are the top-selling vehicles for first-time buyers, according to the company.