LoL: Honda terminates name partnership with Team Liquid over controversial post

Last night, Honda announced the immediate termination of its partnership with Team Liquid, a six-year naming deal likely valued in the millions. TL's League of Legends team, for example, has been known as Team Liquid Honda for several years. The automotive company has been a key sponsor for the team; this loss will have untold ramifications of TL's financial sustainability and competitive outlook.

Lucas "DiasLucasBr" Dias, a Team Liquid Rainbow Six Siege player, caused the controversy with a tweet he made after losing to CAG Osaka in the RE:L0:AD 2025 Group Stage. The attached GIF depicted the BBC's recreation of the bombing of Hiroshima, causing a firestorm on Japanese social media.

The organization imposed heavy penalties on the player — he was deducted four months of his salary for what TL leadership insists was "a mistake, not malice." As a gesture of further goodwill, the players on their Rainbow Six team decided to donate their prize winnings from the RE:L0:AD tournament to a charitable organization.

Though Dias apologized, Honda's termination of the deal was instant and irrevocable. Already, Honda branding has been removed from TL's social media accounts, and TL's statement confirmed that there would be no recourse or potential for sponsorship renewal.