Lenovo is done sponsoring individual teams — here’s where its money is going instead

Lenovo has reshaped how it spends money on esports, with the new approach putting tournaments before teams, with the idea being that tournaments mean more exposure.

Volker Düring, Lenovo's Vice President and General Manager for its Intelligent Device Group, laid out the strategy in a recent interview, where he explained the reasoning behind a pivot that reflects how the company operates across all sports (not just esports).