KPL Adds Serta as Official Smart Sleep Partner
The King Pro League has partnered with mattress brand Serta for its 10th anniversary, focusing on player rest and recovery.
The King Pro League (KPL) has named Serta its official smart sleep partner. The deal, confirmed by the league on Monday, coincides with the KPL's 10th anniversary season and centers on player recovery.
Serta's AI DREAM X1 mattress is the featured product of the partnership. The league highlighted the mattress's ability to adjust its left and right sides independently based on a sleeper's position and pressure. KPL stated that further details of the partnership will be released in stages, but did not provide specifics.
Financial terms and the duration of the agreement were not disclosed. The partnership involves Serta's China business, which is operated under license by AI Dream Group. This entity also manages the China operations of King Koil and Ruf Betten and serves as the exclusive sleep-solutions supplier to China's national sports teams.
KPL's Sponsor Roster
The league recently acknowledged its brand partners at its summer season final on September 12. The list included ten companies across various categories.
Serta is described separately as the new official smart sleep partner, a distinct category from those thanked at the finals.
Finals Schedule and Prize
The KPL's 2026 annual finals will cap the league's tenth year. The event carries a significant prize pool.
| Event | Date | Location |
|---|---|---|
| Finals Opening | October 2 | Guangzhou |
| Finals Conclusion | November 14 | Chengdu |
| Prize Pool | 70 million CNY (approx. $10.4 million USD) | Not Applicable |
Sleep Tech in Esports
Sleep-focused sponsorships are a newer category in esports compared to traditional sports. Other organizations are also formalizing performance programs. G2 Esports opened a Red Bull-backed performance lab in June to develop its athletes.
The KPL has a history of partnering with consumer brands outside gaming. It signed a deal with appliance maker Hisense Group in 2024. The broader hotel sector in China has also connected esports and bedding. Marriott's Renaissance Shanghai Yu Garden Hotel offers dedicated "E-Sporting Gaming" rooms. IHG, which is itself a KPL partner, has used its loyalty program to offer member perks tied to the league's summer season.
KPL has stated that more elements of the Serta partnership will be unveiled later. No specific timeline for these announcements was provided.
