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FunPlus Phoenix

FunPlus Phoenix (FPX) is a professional organization owned by , a leading and publisher founded in 2010 and headquartered in with global operations. Established in December 2017 through FunPlus' acquisition of a (LPL) franchise slot, FPX has grown into a multi-game entity competing in titles such as , , , : Mobile, , and PUBG, amassing over $4.4 million in total prize earnings across 95 tournaments. The organization is particularly renowned for its flagship team, which achieved international acclaim by winning the 2019 World Championship in its debut appearance at the event. In its inaugural 2018 season, FunPlus Phoenix faced challenges in the LPL, posting sub-.500 records in both splits and exiting early, but strategic roster adjustments—including the addition of mid laner Kim "Doinb" Tae-sang and jungler Gao "Tian" Tian-Liang—propelled the team to dominance the following year. The 2019 squad, featuring , , top laner Kim "GimGoon" Han-saem, bot laner Lin "Lwx" Wei-Xiang, and support Liu "Crisp" Qing-Song, went 13-2 in the LPL Spring regular season, claimed the Summer title, and capped the year with a 3-0 grand finals victory over at Worlds, marking the first such debut championship since SK Telecom T1 in 2013. This success highlighted FPX's aggressive playstyle, emphasizing mid-lane roaming, global ultimate coordination, and innovative drafting like triple-Teleport setups. Beyond , where the organization has earned over $1.7 million, FunPlus Phoenix has built competitive divisions in other . Its squad has qualified for all major international events in recent years, securing $569,626 in earnings and a historic first international match win in 2024, while the Call of Duty: and teams have contributed significantly to the organization's overall success with $281,399 and $473,614 in prizes, respectively. In 2020, the organization rebranded elements to FPX to streamline its global identity, reflecting its evolution from a LoL-focused entrant to a diversified powerhouse in the esports landscape.

Organization

History

FunPlus Phoenix (FPX) was established in December 2017 as the esports division of the game developer , which had been founded in 2010. The organization acquired a franchise spot in China's (LPL), marking its entry into professional with a roster featuring top laner Kim "GimGoon" Han-saem, AD carry Lin "Lwx" Wei-Xiang, and support Liu "Crisp" Qing-Song. In its inaugural 2018 season, FPX competed in the LPL's western conference, finishing with a 9-10 record in spring and 8-11 in summer, qualifying for playoffs but exiting early against . The team participated in its first major tournament, the 2017 Demacia Championship, placing 9th–15th. A pivotal roster overhaul in December 2018 saw mid laner Yu "Cool" Jia-Jun depart, with the addition of Kim "Doinb" Tae-sang and jungler Gao "Tian" Tian-Liang, forming the core that propelled FPX to prominence. In 2019, the team achieved a 13-2 regular season record in LPL spring, securing third place in playoffs, followed by a dominant summer split where they lost only one series and clinched the LPL title 3-1 over Royal Never Give Up. This momentum carried into the international stage, where FPX made its Worlds debut and won the 2019 League of Legends World Championship, sweeping G2 Esports 3-0 in the finals—the first such victory for a debutant team since SKT T1 in 2013. The triumph earned FPX the "Best Team" award at the 2019 China LoL of the Year Awards. Following this success, FPX expanded into Counter-Strike: Global Offensive in March 2020 by acquiring the Heroic roster for an estimated $1.6–1.8 million, securing a spot in the FLASHPOINT league. In August 2020, the organization entered Valorant, signing a prominent European lineup including Elias "Jamppi" Olkkonen (later replaced), Kirill "ANGE1" Karasiow, and Pontus "Zyppan" Eek, along with Andrey "Shao" Kiprsky and Johan "Meddo" Renbjörk, debuting at the Allied Esports Odyssey tournament. In December 2020, FunPlus Phoenix rebranded to FPX Esports to streamline its identity across multiple titles. The CS:GO division achieved moderate success including a win at Snow Sweet Snow #1 but struggled with qualifications for majors like PGL Stockholm 2021; it was discontinued in November 2021 due to challenges in remote management amid global restrictions. FPX's League of Legends team continued competing in the LPL, reaching the 2021 Summer finals (losing 3-1 to EDG) and maintaining consistent playoff appearances, while the Valorant squad established itself in international circuits, qualifying for events like VCT 2021 Stage 3 Challengers and later transitioning to Chinese leagues. In November 2025, the Valorant team signed players Natchaphon "sScary" Matarat and Ethan "Setrod" Ilyushin. As of November 2025, amid rumors of potentially losing its LPL slot for 2026, FPX focused primarily on League of Legends and Valorant, amassing over $4.4 million in total prize money across disciplines.

Ownership and operations

FunPlus Phoenix is wholly owned by , a leading independent and publisher founded in 2010 and headquartered in , . As the dedicated division of FunPlus, it was established in December 2017 to expand the company's presence in competitive gaming, beginning with the acquisition of a franchise slot in China's (LPL). The organization operates primarily from , leveraging FunPlus's global infrastructure while focusing on Asian esports ecosystems. Under FunPlus's oversight, FunPlus Phoenix manages professional teams, coaching staff, and support personnel across multiple disciplines, including and (with the CS:GO division discontinued in 2021). Operations emphasize talent development, international competition participation, and integration with FunPlus's broader gaming portfolio, which includes titles like State of Survival and Family Island. The division has sponsored partnerships with brands such as and to support its competitive activities and global outreach. In December 2020, the organization underwent a to FPX Esports while retaining its FunPlus affiliation, aiming to streamline its identity in the evolving landscape. This structure allows Phoenix to benefit from the parent company's resources, including a workforce of over 2,000 employees worldwide, to sustain high-level operations and roster investments.

League of Legends

Team history

FunPlus Phoenix entered the esports scene in December 2017 when the organization acquired a franchise spot in China's (LPL). The team, initially rostered with top laner Kim "GimGoon" Han-saem, Lin "Lwx" Wei-Xiang, and support Liu "Crisp" Qing-Song among others, debuted in the 2018 LPL Spring Split with a 9-10 record, failing to qualify for . In the Summer Split, they finished with an 8-11 record, advancing to the opening round of but falling to . Following a disappointing 2018 season, FunPlus Phoenix underwent significant roster changes in December, acquiring mid laner Kim "Doinb" Tae-sang on December 14 and jungler Gao "Tian" Tian-Liang on December 17, while parting ways with top laner Yu "Cool" Jia-Jun. These additions propelled the team to prominence in 2019. In the LPL Spring Split, they achieved a dominant 13-2 regular season record but placed third in playoffs after losing to JD Gaming in the semifinals. The Summer Split saw further success, with FunPlus Phoenix losing only one series en route to the title, defeating Royal Never Give Up 3-1 in the finals. At the 2019 World Championship—their debut international tournament—they swept G2 Esports 3-0 in the grand finals to claim the title, marking the first Worlds win for a Chinese team since 2018 and for any organization in its inaugural appearance since SK Telecom T1 in 2013. The 2020 season brought challenges, as FunPlus Phoenix struggled in the LPL Summer Split playoffs, losing 3-1 to Victory Five in the first round and subsequently 3-2 to in the Regional Finals, which prevented qualification for Worlds. In , the team rebounded strongly. They finished the Spring Split regular season at 11-5 and advanced to the finals, defeating Rare Atom 3-1, 3-1, Top Esports 3-2, and 3-2 before falling 1-3 to . The Summer Split saw a fifth-place regular season finish, but an undefeated playoff run until the finals—highlighted by a 3-0 sweep over Team WE—secured second place after a 1-3 loss to in the grand finals. At Worlds , however, FunPlus Phoenix faltered in Group A, starting 2-1 but losing their final three matches, including a 0-4 run on the last day, to finish 2-4 (after losing the ) and exit in 13th-16th place. Roster instability followed, with the departure of top laner Jang "Nuguri" Ha-gwon and jungler in 2021. For 2022, FunPlus Phoenix rebuilt around veteran Lwx, starting the LPL with a win over but ultimately exiting playoffs early; they were eliminated in the Summer playoffs as well. The team achieved second place at the NEST 2022 tournament. Subsequent seasons saw mid-tier results, including a fifth-place finish in the 2024 LPL . In the 2025 LPL Split 3, FunPlus Phoenix competed in the Rumble Stage, finishing 8th with a 1-13 record amid poor results, such as losses to and Top Esports in August.

Current roster

The current roster of FunPlus Phoenix in the League of Legends Pro League (LPL), as of November 2025, features a six-man lineup following several adjustments during the 2025 Summer Split preparations. These changes included the departure of jungler Shad0w and AD carry Assum, with new additions to bolster the bottom and positions. The team maintains continuity in the top and mid lanes with experienced players Sheer and , respectively, while expanding depth in the through multiple signings.
RolePlayer IDReal NameNationalityJoin Date
TopSheerXu Wen-JieDecember 2024
JungleiyyMa Chen-ShuoJuly 2025
JungleJiejieZhao Li-JieJuly 2025
MidCareYang JieMarch 2022
ADCJiaQiZi Jia-QiJuly 2025
SupportJweiSun Jun-WeiDecember 2024
SupporthanghangHuang Yu-HangJuly 2025
No further roster alterations have been announced following the Summer Split, positioning the team for the 2026 season with enhanced flexibility in key roles.

Tournament results

FunPlus Phoenix achieved its greatest success in 2019, dominating the LPL Summer Split with a 14–1 regular season record before defeating 3–1 in the to claim the . This performance earned them a spot at the , where they went undefeated through the group stage and , culminating in a 3–0 grand finals victory over to secure their first and only Worlds to date. In the preceding LPL Spring Split of 2019, FPX finished first in the regular season (13–2) but placed third in the playoffs after a 3–1 win over Top Esports. Earlier, in 2018, the team struggled in its debut season, missing playoffs in Spring (5th in West conference) and exiting Summer Playoffs in 7–8th place with a 1–3 loss to JD Gaming. The 2020 season saw mixed results, with a third-place regular season finish in Spring (12–4) followed by a 3–0 playoff win over Invictus Gaming for third place overall; they also reached second at the Mid-Season Cup (now MSI format) but lost 1–3 to Top Esports in the finals. Summer was weaker, ending 8th in the regular season and 7–8th in playoffs (1–3 vs. Victory Five), which prevented Worlds qualification after a 2–3 loss to Invictus Gaming in Regional Finals. FPX returned to contention in 2021, topping the Summer regular season (13–3) but falling 1–3 to EDward Gaming in the playoffs finals for second place; they had also placed second in Spring playoffs (1–3 vs. Royal Never Give Up). At Worlds 2021, they exited early in 13–16th place with a 2–4 group stage record. Subsequent years marked a decline. In 2022, FPX managed 9–10th in Spring playoffs (1–3 vs. EDward Gaming) and 7–8th in Summer playoffs (1–3 vs. EDward Gaming), failing to qualify for international events. The 2023 season was their worst, with 15th in Spring (4–12 regular season) and 11th in Summer (6–10), missing playoffs entirely. Recovery came in 2024 Spring, finishing 4th in regular season (11–5) but 5–6th in playoffs (1–3 vs. Ninjas in Pyjamas); Summer ended 7–8th in playoffs (1–3 vs. Anyone's Legend). In 2025, under the new split format, FPX placed 4th in Split 1 Group D but with a poor 0–3 record, 8th in Split 2 (6–12), and 7–8th in Split 2 playoffs (2–3 vs. ). Split 3 saw an 8th-place finish (1–13) and 9–12th in Grand Finals playoffs after a 2–3 loss to . No international appearances occurred from 2022 onward.
YearTournamentPlacementKey Details
2019LPL Summer Playoffs1st3–1 vs.
2019Worlds1st3–0 vs.
2020LPL Spring Playoffs3rd3–0 vs.
2020Mid-Season Cup2nd1–3 vs. Top Esports
2021LPL Summer Playoffs2nd1–3 vs.
2021Worlds13–16th2–4 group stage
2024LPL Spring Regular Season4th11–5 record
2025LPL Split 2 Playoffs7–8th2–3 vs.

Counter-Strike 2

Team history

FunPlus Phoenix entered the scene in March 2020 by signing a predominantly Danish roster consisting of cadiaN, es3tag, Snappi, stavn, and b0RUP, with LOMME serving as coach. The organization had previously attempted to acquire Heroic's roster in early 2020, but the deal fell through due to es3tag's transfer to . The team competed in several events during 2020, including a 7th-place finish at Season 1 in April. Roster changes occurred in 2021, with additions such as , maden, STYKO, and zehN, alongside temporary stand-ins like . FPX achieved notable success, winning Snow Sweet Snow #1 in February 2021 and placing 2nd at Open January 2021. The team played approximately 66 matches with a 52% win rate before disbanding its CS:GO division on November 5, 2021. Following the release of in September 2023, FunPlus Phoenix has not revived its Counter-Strike division or fielded a team in the game as of November 2025.

Current roster

As of November 2025, FunPlus Phoenix does not maintain an active roster for . The organization's Counter-Strike division was disbanded in November 2021.

Tournament results

FunPlus Phoenix's Counter-Strike activities were limited to CS:GO from 2020 to 2021, earning approximately $103,000 in prize money across 12 tournaments. Key results include:
YearTournamentPlacementKey Details
2020Flashpoint Season 17th$15,000 prize
2021 Open January2nd$15,000 prize
2021Snow Sweet Snow #11st$40,000 prize
No tournament results in have been recorded.

Valorant

Team history

FunPlus Phoenix entered the Valorant esports scene in August 2020 by acquiring a CIS-based roster composed of players from the disbanded teams FABRIKEN and PartyParrots, with Kyrylo "ANGE1" Karasov serving as in-game leader. The team competed in the EMEA region, participating in early tournaments like the BLAST Invitational and First Strike Europe, where they achieved top-four finishes but were eliminated by teams such as and SUMN FC. In 2021, FPX showed promise in the (VCT), reaching the EMEA Stage 1 Challengers and the Stage 3 regional , but failed to qualify for international events like Masters or Champions after losses to Acend and forZe. The 2022 season marked their peak success: they won VCT 2022: Stage 1 - EMEA Challengers but were unable to attend Masters Reykjavík due to visa restrictions amid the and travel issues. FPX rebounded by winning VCT 2022: Stage 2 Masters , defeating 3–2 in the grand final for their first international title and $200,000 in —the first non-NA/LATAM/EMEA franchise team to win a Masters event. They followed with a 4th-place finish at . Denied a VCT franchise spot for 2023, FPX released the CIS roster in late 2022 and relocated operations to following Valorant's official release there in 2023. The new roster, featuring players like Zhang "AAAAY" Yang and Tang "TZH" Zhehao, debuted in VCT China Challengers, securing 3rd place in the 2023 China Series Act 3: and qualifying for Champions 2023 (13th–16th place). The Chinese era continued with consistent regional performances: 2nd place in both VCT 2024: Stage 1 and Stage 2 Playoffs, qualifying for all major international events and earning a historic first international match win in 2024. In 2025, FPX finished 7th–8th in VCT 2025: Stage 2 Playoffs and 4th in Evolution Series Act 3, contributing to the division's total earnings of $569,626 across tournaments. As of November 2025, the team has undergone recent roster adjustments to prepare for VCT 2026.

Current roster

The current roster of FunPlus Phoenix's Valorant team, competing in VCT China, as of November 15, 2025, consists of a five-player lineup following the signings of sScary and Setrod in early November. These additions enhance duelist and sentinel roles amid preparations for the 2026 season. The team is coached by Nikola "LEGIJA" Ninić.
RolePlayer IDReal NameNationalityJoin Date
DuelistAAAAYZhang YangChinaJanuary 2023
ControllerLifeQu DonghaoChinaJanuary 2024
InitiatorBerLINChang Po-linTaiwanApril 2025
DuelistsScaryNatchaphon MataratThailandNovember 2025
SentinelSetrodOu Tai-kengTaiwanNovember 2025

Tournament results

FunPlus Phoenix's Valorant division has earned over $569,626 in prize money, with peak success in the EMEA era and steady regional contention in China. Key achievements include the 2022 Masters Copenhagen win and consistent VCT China qualifications since 2023. No international titles since 2022, but the team reached Champions in 2023 and 2024.
YearTournamentPlacementKey Details
2022VCT Stage 2 Masters Copenhagen1st3–2 vs. Paper Rex in grand final
2022Valorant Champions4thLost in lower bracket final to OpTic Gaming
2023China Evolution Series Act 3: Heritability3rdQualified for Champions 2023 (13th–16th)
2024VCT China Stage 1 Playoffs2ndQualified for international events; first international win
2024VCT China Stage 2 Playoffs2ndAdvanced to Champions 2024
2025VCT China Stage 2 Playoffs7th–8thRegional contention
2025China Evolution Series Act 34thRecent domestic placement

Other divisions

Fortnite

FunPlus Phoenix established its Fortnite division on August 1, 2018, entering the competitive scene during the early days of organized in . The initial roster featured Chinese players DoGKinG and Big, focusing on duo and squad formats in regional qualifiers and cash cups. The team quickly expanded, signing additional talent to compete in ' Fortnite Champion Series (FNCS) and related events, emphasizing high-skill solo, duo, and trio playstyles suited to the format. Roster changes were frequent in the division's active years. By late 2018, Sad joined on September 29, followed by QianLan on December 12. In 2019, the lineup evolved further with Evilmare arriving on March 1 and Aimbot.exe on October 1, alongside short-term additions like and Xiaohong for specific events. Former players included E1zzy (joined , 2018; left April 11, 2019) and DoGKinG (left March 20, 2019), reflecting the fluid nature of Fortnite's competitive landscape where often moved between organizations. The core group of Sad, QianLan, Evilmare, and Aimbot.exe represented the team's most stable period, contributing to their strongest performances. No current active roster is listed as of 2025, indicating the division's dormancy since early 2020. The Fortnite team primarily competed in Asia-Pacific qualifiers, with occasional international outings, amassing $65,947 in earnings across seven tournaments between 2018 and 2020. Key results highlighted their potential in squad and solo events, though they did not advance to global finals. Representative achievements include:
DateTournamentPlacementEarnings (USD)FormatPlayers
2019-11-03Fortnite Champion Series: Chapter 2 Season 1 - Week 1: Asia1st$5,000SquadsXiaohong, QianLan, Sad, Aimbot.exe
2019-12-16Contender Solo Cash Cup: Chapter 2 Season 1 - Week 7: Asia1st$2,000SolosAimbot.exe
2019-09-13Champion's Trios Cash Cup - Week 4: Asia3rd$2,700TriosSad, Aimbot.exe, 168
2018-10-12TGA 20181st$4,324DuosBig, Sad
2020-02-02Australian Open 202010th$3,000SolosAimbot.exe
These placements demonstrated the team's proficiency in regional competition, particularly in duo and squad synergies, but consistent top-tier global contention eluded them. The division's last notable participation was in early cash cups, after which FunPlus Phoenix shifted focus to other titles like and : Mobile, with no Fortnite activity recorded since.

Call of Duty: Mobile

FunPlus Phoenix established its division in 2021, competing primarily in Chinese regional tournaments and international events organized by . The team quickly gained prominence in the domestic scene, securing runner-up finishes in the inaugural seasons of the CODM Masters China tournament series. In Season 1, held in June 2021, FunPlus Phoenix placed second, earning $93,768 from a prize pool exceeding $400,000. They repeated this achievement in Season 2 that , claiming another second-place finish and $93,288 in prize money, as confirmed in post-event coverage where Qing Jiu Club was crowned champion. The division's international breakthrough came at the Call of Duty: World Championship 2021 East Finals in December, where FunPlus Phoenix advanced through the group stage to secure a 5th-8th place finish and $40,000. This performance highlighted their competitive standing among top Asian teams, though they fell short of the grand finals. The team was featured in official spotlights by COD ahead of the event, underscoring their rising profile. In 2022, FunPlus Phoenix continued competing in the CODM China Masters series, achieving consistent top-four placements across multiple stages. Notable results included a fourth-place finish in Season 3 ($30,062), third place in Season 4 Stage 3 ($2,106), and fourth in Stage 1 ($1,476), culminating in 5th-6th at the Season 4 Championship ($20,700). These efforts contributed to the division's total earnings of $281,399.80 across seven major tournaments. The team ceased competitive activity by the end of 2022, with no further participations recorded as of November 2025.

PUBG

FunPlus Phoenix established its PUBG division in 2018 as part of its expansion into multiple esports titles, focusing on the competitive scene. The team competed primarily in domestic leagues and qualifiers, building a roster centered on tactical suited to PUBG's format. Activity peaked in 2018 and 2019, with the division disbanding by late 2019 after limited international exposure. The PUBG squad formed in September 2018, initially featuring players like XiaoLianBoy, who joined on January 15, 2018, ahead of major events. Key roster changes occurred throughout the year, including RyaNNNNNNiKo's departure on February 18, 2018, to join Super Survivors Squad, and the addition of substitutes like Misakallu. By November 2018, the core lineup solidified with starters by, Tidevice, x1aoTu, and XiaoLianBoy, alongside Misakallu as substitute and XiaoA on to Tiger MorningStar. Former members also included duckweed. No active roster has been maintained since October 2019, reflecting the organization's shift to other titles like and . Head coach Lu "NaLan" Sang oversaw operations during this period. FunPlus Phoenix's PUBG team earned $36,774.97 in prize money across five tournaments, with strongest performances in the . Their highest placement was third at PCL 2019 Summer on September 29, 2019, securing $28,081 (CN¥200,000) through consistent mid-to-high finishes in survival and kill-based metrics. Earlier results included 13th at PCL 2019 Spring on June 9, 2019 ($2,896 or CN¥20,000), highlighting adaptation to seasonal meta shifts. In 2018, they placed eighth at Imba Season 1 on September 30 ($1,456 or CN¥10,000), ninth at Jingdong Cup Season 2 on November 9 ($2,889 or CN¥20,000), and eighth at WEGL Cup on December 23 ($1,454 or CN¥10,000). Additional placements like ninth in PCPI 2018 Season 2 and 21st in PUBG Golden Legends S5 Qualifiers underscored domestic competitiveness but limited broader success.
DateEventPlacementPrize Money (USD)
2019-09-293rd$28,081
2019-06-0913th$2,896
2018-12-238th$1,454
2018-11-099th$2,889
2018-09-308th$1,456

Identity V

FunPlus Phoenix established its division, known as FunPlus Phoenix ZhuQue (FPX.ZQ), on May 4, 2020, entering the competitive scene in the Chinese Identity V League (IVL). The team has competed in domestic and international tournaments, focusing on hunter-survivor asymmetric . As of November 2025, the division remains active, participating in IVL events and amassing $473,613.62 in earnings across multiple tournaments. The current roster includes hunters DongX (joined October 2, 2023) and survivors Berrylin (joined September 23, 2024), Stian (joined November 9, 2024), Long (joined May 26, 2025), YiHua (joined May 26, 2025), and (joined September 20, 2025), under coach (joined February 20, 2025). The team has achieved consistent placements in IVL seasons, contributing to its status as a competitive force in the esports landscape. No major international titles have been won, but domestic success has driven the division's earnings and longevity.

Sponsorships and partnerships

Current sponsors

FunPlus Phoenix maintains partnerships with several prominent brands that provide financial backing, equipment, apparel, and promotional support across its , , and other divisions. These sponsors help enhance the organization's competitive infrastructure and global visibility. , a leader in ergonomic office and gaming furniture, has been a key partner since 2021 through a long-term agreement that supplies the team with specialized gaming chairs and desks to optimize player performance and comfort during training and tournaments. OPPO, a major and , supports FPX with device integrations for streaming, , and player communication, building on its role as a sponsor in major League of Legends events since 2019. PUMA serves as the official apparel provider, outfitting the team in performance gear for competitions and promotional activities, a collaboration highlighted in regional leagues like the Wild Rift League in 2022. Huya, China's largest game , facilitates fan engagement and broadcast rights, enabling wider audience reach for FPX's matches and content. Additional sponsors include , a content focused on gaming discussions; Yuku Grilled Fish, a brand offering team nutrition support; and the parent company , which provides core operational funding as the organization's founder. These partnerships reflect FPX's emphasis on diverse industry ties in , , and sectors as of 2025.

Notable collaborations

FunPlus Phoenix has engaged in several high-profile collaborations that extend beyond traditional sponsorships, often blending with entertainment, automotive innovation, and merchandise design to enhance fan engagement and team branding. In April 2020, FunPlus Phoenix partnered with as part of a global initiative involving five prominent organizations, including , , , and T1. This collaboration, under the #UnitedInRivalry campaign, focused on across social media platforms like , , , and , while facilitating between BMW engineers and the teams for and in . Additionally, provided custom-liveried team vehicles featuring the FunPlus Phoenix logo, supporting community initiatives like #UnitedAtHome during the . A standout entertainment crossover occurred in October 2021, when FunPlus Phoenix teamed up with to create Avengers-themed merchandise inspired by their roster. The collaboration produced clothing and accessories that reimagined players as Marvel superheroes, aiming to merge the universes of and the for enhanced fan immersion and promotional appeal. In February 2021, FunPlus Phoenix entered a long-term partnership with , designating the furniture company as their exclusive facility partner to optimize team environments with ergonomic gaming setups. This deal emphasized improving player performance through high-quality seating and workspace solutions tailored for professionals. Later that year, in October 2021, FunPlus Phoenix collaborated with esports merchandise brand We Are Nations, alongside , to launch exclusive apparel lines targeting their global fanbase. The partnership introduced items such as team jerseys, pro hoodies, and a special Season 11 collection featuring long-sleeve shirts and hoodies with the slogan "Phoenix Roar The Flame," available through official team shops and the brand's website. This initiative leveraged China's vast audience of over 500 million fans to promote high-quality, branded products.

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