Honda has officially announced the end of its partnership with Team Liquid after a publication considered offensive. It was made by Lucas “DiasLucasBr” Dias, a Brazilian player from the organization’s Rainbow Six Siege lineup. The post was made after the defeat to the Japanese team CAG Osaka in the RE:L0:AD tournament.
Team Liquid Honda: A six-year partnership
The collaboration between Honda and Team Liquid began in January 2019 when the automaker became an official sponsor of the team. In June 2022, the partnership was expanded, granting Honda the naming rights to Team Liquid’s League of Legends and Academy teams.
Thus, the lineups began to compete under the name “Team Liquid Honda.” This association included much more than just the brand’s presence on uniforms. There was the provision of customized vehicles and even the creation of exclusive content, such as the “Level Up” series, which offered fans a behind-the-scenes look at the teams.
Repercussion and measures taken
The publication by Dias was quickly deleted, but the community managed to retrieve it beforehand. It included a GIF of a nuclear explosion, a highly sensitive topic for the Japanese public, especially given the automaker’s connection to Japan.
The player apologized directly to the CAG Osaka players. Still, the impact of the post led Honda to take drastic measures. In an official statement, the company declared that the conduct was considered incompatible with the brand’s values and unacceptable, which resulted in the termination of the partnership.
Team Liquid also spoke out, detailing the behind-the-scenes of the episode and announcing internal punishments. According to the organization, Dias committed a “serious lapse in judgment,” and although there was no malicious intent, the following measures were applied:
- A fine of four salaries to the player for improper conduct;
- Mandatory media and sensitivity training for Dias;
- Donation of 100% of the RE:L0:AD prize money to charities;
- Mandatory re-education for all Team Liquid rosters over six months.
Reflections on the impact
This episode serves as a reminder of the responsibility that organizations and players have in maintaining ethical and professional standards. In an environment where image and values are fundamental, individual actions can have significant repercussions for everyone involved. The loss of a long-time sponsor like Honda represents both a financial and image challenge for Team Liquid.
For the esports community, the case highlights the importance of cultural awareness and sensitivity in public interactions, especially on far-reaching platforms like social media. Thoughtless actions can compromise valuable partnerships and negatively affect the reputation of entire organizations.
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