Serta has become the King Pro League‘s official smart sleep partner for its 10th anniversary, placing the American mattress brand on the sponsor roster of China’s top Honor of Kings competition. The agreement, framed around player rest and recovery, was confirmed by KPL on Monday through its official account.

KPL named Serta’s AI DREAM X1 mattress as the partnership’s featured product, highlighting its ability to adjust its left and right halves independently in response to sleeping position and pressure. The league said further elements of the partnership would be released in stages, without specifying what those elements will include.

Financial terms were not disclosed, and neither party stated how long the arrangement runs, whether it extends past the anniversary year, or what inventory or activation rights it carries. Notably, this is Serta’s China business, operated under license by AI Dream Group, a Hillhouse Capital company that also holds the China operations of King Koil and Ruf Betten and serves as the exclusive sleep-solutions supplier to China’s national teams – a distinct entity from the Serta that supplies American hotels.

Sleep is a newer sponsorship category in esports than in traditional sport. G2 Esports opened a Red Bull-backed performance lab in June to formalize athlete development, as previously reported by The Esports Advocate, while KPL has sold sponsorships to Chinese consumer brands outside gaming before, including a 2024 deal with appliance maker Hisense Group. That sponsorship pattern sits alongside Honor of Kings’ broader international growth.

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