Honda has officially ended its sponsorship agreement with Team Liquid, a prominent esports organization, due to inappropriate behavior by one of its players. The decision, announced by the American branch of the Japanese automotive company, was driven by actions deemed inconsistent with Honda’s core values.
Details of the Sponsorship Termination
The termination was detailed on Honda’s official news and events webpage, where the company outlined the reasons for ending the partnership alongside updates on its other collaborations. The decision marks the end of a significant relationship that began in 2019, when Honda became Team Liquid’s vehicle and automotive sponsor. Over the years, the partnership grew, with Honda securing naming rights for Team Liquid’s LCS and academy rosters. That chapter has now closed.
According to a statement from American Honda Motor Co., the company carefully evaluated the situation and concluded that the player’s conduct was unacceptable and misaligned with Honda’s corporate principles. The statement also expressed regret for any offense caused by the incident, not only within the esports community but also to audiences in Japan and worldwide. Honda emphasized its commitment to supporting initiatives that align with its philosophy of delivering positive societal value.
Team Liquid’s Response to the Controversy
The decision to terminate the sponsorship stemmed from an inappropriate social media post by Team Liquid’s Rainbow Six player, Lucas ‘DiasLucasBr’ Dias, which was perceived as insensitive toward Japanese players. On May 15, 2025, Dias issued an apology on X for the post. Team Liquid released a statement noting that Dias had personally apologized to the CAG Osaka players, who accepted the gesture. The organization clarified that the post was not intended as a deliberate insult, but the damage had been done. As a consequence, Dias remained on the team but was fined four months’ salary.
Team Liquid acknowledged Honda’s decision to end the partnership, expressing regret but understanding and respecting the choice. The organization thanked Honda for six years of collaboration, highlighting the positive aspects of their time together. Despite outreach for further comment, Team Liquid’s social media, including its League of Legends team still branded as Team Liquid Honda on X, has not yet reflected the termination.
Looking Ahead for Team Liquid
With Honda’s exit, Team Liquid now maintains partnerships with nine other entities. The organization recently entered a deal with Wildcard, an action card collection title, in April. Additionally, Team Liquid has reaffirmed its dedication to inclusivity by committing to wear Pride jerseys throughout June and July, including during the Esports World Cup.
The end of the Honda partnership marks a significant shift for Team Liquid, but the organization remains focused on its competitive goals and community engagement as it navigates this transition.