OMODA named VALORANT Esports EMEA automotive partner through 2028

OMODA, the export brand of Chery Automobile, has signed a multi-year agreement with Riot Games to become VALORANT Esports EMEA’s first official automotive partner and Main Partner through 2028. The deal covers the VALORANT Champions Tour (VCT) EMEA and Game Changers EMEA and will place OMODA vehicles in regional broadcasts. A dedicated “match of the week” segment and on-site activations at live events will begin at the Stage 2 Finals in Barcelona.

Under the agreement OMODA will be the presenting sponsor for the Finals MVP award at each VCT stage and will be integrated into broadcast content across the EMEA region. Riot Games described the deal as a long-term commitment to the EMEA competitive ecosystem. Physical displays and interactive activations are planned at tournament venues.

The partnership runs through 2028 and covers both the professional VCT EMEA circuit and the Game Changers program for women and marginalized genders. OMODA launched in 2022 as an export-only brand with a “Born Global” approach. In 2024 Chery signed a joint venture to manufacture vehicles at a former Nissan factory in Barcelona. OMODA has also entered traditional sports sponsorship, including a partnership with the Investec Champions Cup in rugby.

OMODA has said it is targeting consumers aged 18–35 who prioritize technology and self-expression.

The agreement follows other sponsorship deals by Chinese automakers in Western sports and entertainment and reflects a pattern of Chinese automotive companies pursuing longer-term commercial partnerships overseas.

Charlie Allen, EMEA Director of Commercial Partnerships & Business Development at Riot Games, commented, “OMODA has shown real commitment to the thriving VALORANT esports ecosystem by partnering with us on a multi-year partnership, and we’re very excited to collaborate with them to enhance the player experience for our fans across EMEA.” Jingya Liao, Global Brand Director of OMODA, added, “Esports is where passion, technology, and self-expression collide, and that’s exactly the energy we bring to mobility.”