KPL Partners With Serta to Introduce Sleep Technology in Esports

Serta Named Official Smart Sleep Partner of Honor of Kings' King Pro League

Serta has joined the King Pro League (KPL) as its official smart sleep partner, a deal announced through the league's official account on Monday as part of celebrations marking the competition's 10th anniversary. The American mattress brand now sits on the sponsor roster of China's premier Honor of Kings esports league, with the partnership centered on player rest and recovery.

Deal Details

The league highlighted Serta's AI DREAM X1 mattress as the flagship product of the partnership, pointing to its design that lets the left and right sides adjust independently based on sleeping position and pressure. According to KPL, additional components of the deal will be rolled out in stages, though the league did not detail what those will involve.

No financial terms were revealed, and neither side clarified the length of the agreement, whether it covers anything beyond the anniversary year, or what media and activation rights are included. It is worth noting that the Serta involved here is the brand's China operation, run under license by AI Dream Group — a Hillhouse Capital-backed company that also manages the China business of King Koil and Ruf Betten and acts as exclusive sleep-solutions supplier for China's national teams. That makes it a separate entity from the Serta that equips American hotels.

Key Details

• At its summer season final on Sept. 12, KPL thanked 10 brands, including strategic partners iQOO, Meituan, SuperX, Dongpeng Special Drink and Wallace; industry partner Qualcomm Snapdragon; special partners TT Voice, Huaxia Bank, IHG and Tongcheng Travel; and jewelry partner Lukfook.
• Serta was listed separately as the league's new official smart sleep partner.
• KPL's 2026 annual finals begin Oct. 2 in Guangzhou and wrap up Nov. 14 in Chengdu.
• The finals feature a prize pool of ¥70 million CNY ($10.4 million USD).

A Growing Category

Sleep-related sponsorships remain newer territory in esports than in traditional sports. G2 Esports launched a Red Bull-backed performance lab in June to formalize its athlete development programs, as previously reported by The Esports Advocate. Meanwhile, KPL has previously sold sponsorships to Chinese consumer brands outside gaming, including a 2024 deal with appliance maker Hisense Group. These moves run alongside Honor of Kings' continued international expansion.

China's hotel industry has also connected esports with sleep. Marriott's Renaissance Shanghai Yu Garden Hotel offers "E-Sporting Gaming" king and twin rooms as part of its standard inventory, while IHG — KPL's own hotel partner — has used its One Rewards program to strengthen its league ties with member benefits timed to the summer season.

What's Next?

KPL says further elements of the Serta partnership will be announced in stages, with no timeline provided. The league's 2026 annual finals, closing out its tenth year, run from Oct. 2 in Guangzhou to Nov. 14 in Chengdu, with a ¥70 million CNY ($10.4 million USD) prize pool on the line.

Source: Esports Insider