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KPL Partners With Serta for Smart Sleep Esports Deal

Posted : 23 September 2026

The King Pro League (KPL) has partnered with Serta, naming the mattress brand its official smart sleep partner as the Chinese Honor of Kings competition celebrates its 10th anniversary. The agreement places sleep and athlete recovery among the league’s latest commercial priorities.

Serta’s AI DREAM X1 mattress is the featured product in the partnership. The smart mattress is designed to independently adjust its left and right sides according to factors such as sleeping position and pressure, with the technology being promoted as part of the focus on player rest and recovery.

The financial terms of the agreement have not been disclosed. KPL also has yet to reveal the full activation plan or confirm whether the partnership will continue beyond its 10th-anniversary celebrations, although the league said additional elements would be introduced in stages.

The partnership represents a growing connection between sleep technology and competitive gaming. While recovery-focused sponsorships have become more visible across esports, sleep remains a relatively new commercial category compared with traditional sports. KPL has previously attracted partnerships from major consumer and technology brands, demonstrating the league’s expanding commercial portfolio.

Serta joins a group of brands already associated with KPL, including iQOO, Meituan, SuperX, Dongpeng Special Drink, Wallace, Qualcomm Snapdragon, TT Voice, Huaxia Bank, IHG, Tongcheng Travel and Lukfook. The league’s hotel partnerships have also helped connect esports with player accommodation and lifestyle services in China.

KPL’s 2026 annual finals will begin on October 2 in Guangzhou before concluding on November 14 in Chengdu. The competition’s 10th-anniversary finals feature a ¥70 million ($10.4 million) prize pool, adding further significance to the league’s latest season.

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