Team Liquid Loses Six-Year Honda Sponsorship

Honda has announced that it will end its relationship with Team Liquid The sponsorship lasted for six years, and Honda decided to cut ties with the esports team due to the "inappropriate player conduct."

The decision caused discussions in the media about sponsorships, the rising popularity of esports, and the set of rules and guidelines on appropriate behavior online for esports players In this article, we'll dive into the controversy, presenting both Honda's and Team Liquid's points of view.

What Caused the Issue?

Team Liquid Rainbow Six player Lucas Dias published social media post that was seen as inappropriate and offensive towards Japanese players The post came after Team Liquid lost to a Japanese team, CAG OSAKA, on May 13th It included a GIF referencing the atomic bomb.

Dias later deleted the post and issued a public apology via his social media He called the incident "a big mistake." The team also stated that Dias made an apology to the players of the opposing team, who "listened and accepted" the apology.

Team Liquid also issued the following statement:“We hold ourselves and our players to a high professional standard, and Lucas' tweet fell short of that standard This does not reflect who we are as people and as an organization, and it should not define Lucas as an individual in the public perception We believe that individuals who show a willingness to learn from their mistakes deserve the opportunity to improve themselves, and we are committed to providing Lucas with the training necessary to grow as a person An honest mistake should not be the end of someone's career.”

Honda's Reaction

Honda has announced publicly that it's ending its sponsorship with the team because of the controversy caused by the post It stated that its response started by lodging a strong complaint with the team and that the apology came about as a result of that complaint.

It added that the company has decided to terminate the sponsorship "after much consideration." Honda also issued an apology to everyone offended by the post It's further committed to sponsoring esports teams, and it does so with many other teams The statement reads:"We deeply apologize for any offense this incident may have caused not only to the esports community but also to many people in Japan and globally Honda will continue to support activities that provide positive value to society based on our company philosophy."

Team Liquid Response

Team Liquid responded to Honda's decision, but it declined to answer questions from journalists on the matter They've issued the following public statement:

"Due to the controversy generated by this incident, our automotive partner, Honda Motors, has made the decision not to renew our partnership," Team Liquid wrote "Although we regret this outcome, we understand and respect the decision and extend our thanks to Honda Motors for having been good partners for six years."

What's Next for Team Liquid?

Team Liquid is actively competing in DreamLeague Season 26 It's also taking part in the eSports World Cup, which is currently in the qualification stage It will be in Dallas for the Counter-Strike 2 tournament That is to say, not much will change about the immediate events because of the cancellation.

Team Liquid also has nine other sponsors The most recent of these joined in April of 2025 The organization has also reaffirmed its commitment to supporting Pride Month by wearing a range of Pride jerseys throughout June and July, including the Esports World Cup.

Broader Interest in eSports

The broader interest in eSports is growing It's noticeable in crypto betting on eSports, which is growing by the year in both the amounts and the number of players taking place Experts, such as those from Cryptomaniaks, have long been writing about the natural compatibility between eSports and cryptos.

Sponsorships such as the one between Honda and Team Liquid also prove that mainstream companies and financial institutions are now widely supporting esports teams With increased popularity and attention, the teams and the players are put under scrutiny that they aren't used to eSports teams will soon have to show a greater level of professionalism.

To Sum Up

Team Liquid lost the sponsorship from Honda due to the controversy caused by one of their team members The player published an offensive social media post, for which he apologized However, Honda still decided to end the partnership All parties came out with appropriate public statements.

The media picked up the controversy because it shows how the players are now being put under higher scrutiny when big businesses are supporting the industry eSports are now a part of mainstream culture, and this means the industry will have to change and adapt to higher standards of behavior.

Disclaimer: This article is provided for informational purposes only. It is not offered or intended to be used as legal, tax, investment, financial, or other advice.