Honda and Team Liquid: A cautionary tale of risk and reputation in esports

This week, Honda ended its six-year sponsorship of Team Liquid after an inappropriate social media post from one of the team’s Rainbow Six players, Lucas ‘DiasLucasBr’ Dias. The post, seen as offensive towards Japanese players, prompted a swift apology from the team and the player but the damage was already done.

For Honda, a brand with deep ties to Japanese culture and a global reputation to protect, the post crossed a line.