KPL Partners With Serta on Smart Sleep Technology for esports Athletes

The King Pro League has named Serta as its official smart sleep partner, the league confirmed Monday. The deal marks KPL's 10th anniversary and places the mattress brand among the sponsor roster of China's top Honor of Kings competition.

KPL highlighted Serta's AI DREAM X1 mattress as the partnership's featured product. The mattress can adjust its left and right halves independently based on sleeping position and pressure, addressing player recovery needs. The league said further partnership elements would be released in stages but did not specify what those elements include.

Financial terms were not disclosed. Neither KPL nor Serta stated the deal's duration, whether it extends beyond the anniversary year, or what activation rights are included. The Serta partnership involves the brand's China business, operated under license by AI Dream Group, a Hillhouse Capital company that also manages China operations for King Koil and Ruf Betten and serves as the exclusive sleep-solutions supplier to China's national teams.

Sleep sponsorships represent a newer category in esports compared to traditional sports. G2 Esports opened a Red Bull-backed performance lab in June to formalize athlete development, while KPL has previously secured sponsorships from Chinese consumer brands outside gaming, including a 2024 deal with appliance maker Hisense Group.

KPL's 2026 annual finals run from October 2 in Guangzhou through November 14 in Chengdu, carrying a prize pool of 70 million CNY (approximately 10.4 million USD).