Honda Terminates Six-Year Sponsorship with Team Liquid Over Player Conduct
Honda has severed its six-year sponsorship with esports organization Team Liquid, citing "inappropriate player conduct" as the reason. The decision follows a controversial social media post by Team Liquid Rainbow Six player Lucas Dias, which referenced the atomic bomb after a loss to Japanese team CAG OSAKA. The incident has sparked broader discussions about sponsor accountability and behavioral standards in esports.
Dias deleted the post and issued a public apology, but the damage was done. Sponsors like Honda are increasingly scrutinizing the conduct of players and organizations they support, as esports gains mainstream traction. The fallout highlights the delicate balance between competitive passion and responsible representation in a global industry.
