(Yicai Global) June 12 -- Chinese retailer Suning.Com has reportedly won a bid to sponsor the League of Legends Pro League for millions of dollars, beating rival JD.Com in the process.

Nanjing-based Suning will use the sponsorship as an opportunity to win over younger consumers, a source at the company told Yicai Global. The endorsement marks the first time event organizer Tengjing Sports Culture Development Shanghai has picked an e-commerce firm as its lead sponsor, having chosen the likes of Mercedes-Benz and Nike in the past.

The organizer picked Suning because it outperforms JD in terms of offline retail, the source said, adding that it hopes the choice will give the brand more exposure in brick-and-mortar stores.

The league, known as the LPL, is the top-flight competition for League of Legends on the Chinese mainland. It comprises 17 teams, including one backed by Suning and one by JD.

E-sports fans are mostly aged under 40 and make up a key potential market for consumer electronics and fast-moving consumer goods, the source added, saying Suning hopes the deal will lead to increase sales among this group.

Editor: James Boynton