Honda Terminates Sponsorship Deal with Team Liquid Following Atomic Bomb GIF Controversy

Honda Terminates Sponsorship Deal with Team Liquid Following Atomic Bomb GIF Controversy

Japanese automaker Honda has officially terminated its sponsorship agreement with the globally recognized esports organization Team Liquid. The decision comes in response to a controversial social media post by Brazilian Rainbow Six Siege player Lucas “Dias” Dias, who shared a GIF referencing the atomic bombing of Hiroshima after a match loss to Japanese team CAG OSAKA.

Also Read: YOU Responds to Controversy and Announces Departure from XLG

The Controversial Post

Following Team Liquid’s defeat against CAG OSAKA, Dias posted a GIF on X (formerly Twitter) that appeared to reference the atomic bombing of Hiroshima. The image, reportedly a clip from the BBC documentary Hiroshima: Dropping The Bomb, was widely criticized for being insensitive and trivializing the devastation of the atomic bomb.

The backlash was immediate. Critics condemned the post as disrespectful to the victims and survivors of the bombing, calling it a gross misjudgment. Dias deleted the post shortly afterward and issued a public apology on May 16:

“I made a big mistake using that GIF, and I understand that it may have caused discomfort to many people. From the bottom of my heart It was never my intention to make any offensive reference, but I recognize that the context and choice were inappropriate.”

Honda’s Response and Decision

Initially, Honda responded by issuing a strong protest to Team Liquid but did not immediately sever ties, noting that Dias had deleted the post, issued an apology, and that Team Liquid had submitted a plan to prevent similar incidents in the future.

However, after further review and internal discussions, Honda ultimately decided to end its sponsorship agreement. In a statement the company stated:

“Dias’ post was incompatible with Honda’s philosophy of ‘Respect for Humanity.’”

This marks a significant shift in Honda’s esports involvement, highlighting the brand’s commitment to ethical standards and cultural sensitivity, particularly given its Japanese roots and the historical significance of the atomic bombings.

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Team Liquid’s Statement In their statement, Team Liquid emphasized that the post was made in the heat of the moment and lacked malicious intent. The GIF, intended by Dias to express frustration over the team’s performance, inadvertently used content tied to a deeply painful chapter in Japanese history.

“We believe that there was no malicious intent, only a very serious lapse in judgment and awareness,” the organization said.

Following the incident, Dias immediately apologized to CAG Osaka’s players, who reportedly accepted the apology with grace, acknowledging it as a mistake rather than a deliberate insult.

Team Liquid acknowledged that Dias’s tweet failed to meet the professional standards expected of its players and reaffirmed its commitment to accountability and education.

“We hold ourselves and our players to a high professional standard… This does not reflect who we are as people and as an organization, and it should not define Lucas as an individual in the public perception.”

Disciplinary Actions and Preventive Measures

In response to the controversy, Team Liquid has implemented the following actions:

• Financial Penalty: Dias will be fined the equivalent of four months’ salary.

• Sensitivity & Media Training: Dias will undergo further training to ensure awareness and professionalism.

• Charitable Contributions:

  • The entire Reload tournament prize winnings from Team Liquid’s Rainbow Six roster will be donated to charity.

  • Dias’s fine will also be redirected to a charitable cause.

• Global Education Initiative: Over the next six months, all Team Liquid players and staff across all titles will undergo retraining. Dias’s incident will be included in the organization’s onboarding curriculum as a cautionary example.
  

Partnership Fallout

Team Liquid confirmed that Honda Motors, a long-time sponsor, has opted not to renew its sponsorship agreement following the incident. While expressing regret, Team Liquid acknowledged Honda’s decision and expressed gratitude for their six-year partnership.

“Although we regret this outcome, we understand and respect the decision,” the organization stated.

Apology to the Japanese Community

Team Liquid concluded its statement by directly addressing fans in Japan:

“To our fans in Japan and the Japanese esports community… we want to express our sincere regrets and apology that we made you feel this way. We are fully committed to regaining the trust of the community through our actions as much as our words.”

Team Liquid’s response marks a serious and structured approach to addressing the incident, focusing on accountability, education, and future prevention. While the partnership with Honda has ended, the organization aims to rebuild trust within the esports community through clear actions and sustained commitment to higher standards.