[5th Consecutive Year] Pro Esports Team 'FENNEL' Renews Naming Rights Contract for VALORANT Women's Division with Japan's Largest Color Contact Lens Retailer 'HOTELAVA'
FENNEL has renewed the naming rights contract for its VALORANT Game Changers division with color contact lens retailer HOTELAVA for the 5th consecutive year.
📋 Article Processing Timeline
- 📰 Published: April 10, 2026 at 03:00
- 🔍 Collected: April 10, 2026 at 09:01 (6h 1m after Published)
- 🤖 AI Analyzed: April 20, 2026 at 09:07 (240h 5m after Collected)
Pro esports team 'FENNEL', operated by Fennel Co., Ltd. (Location: Shibuya-ku, Tokyo, CEO: Ryo Takashima, hereinafter 'FENNEL'), announces the renewal of the naming rights contract for its VALORANT Game Changers (women's) division (hereinafter 'FENNEL HOTELAVA') with HOTELAVA Co., Ltd. (Location: Shibuya-ku, Tokyo, CEO: Hideyuki Okada, hereinafter 'HOTELAVA').
This contract marks the 5th consecutive renewal since the initial agreement in 2022, and the team will continue to operate as 'FENNEL HOTELAVA' for the 2026 season.
## About HOTELAVA Co., Ltd.
'HOTELAVA' is the nickname for 'HOTEL LOVERS', one of Japan's largest color contact lens e-commerce sites operated by HOTELAVA Co., Ltd. Boasting over 2 million members and over 1.6 million friends on its official LINE account, it ranks #1 in brand awareness among teenagers for color contact lens sites. In addition to the e-commerce business, they operate directly managed stores in SHIBUYA109 Shibuya (B1F) and Fukuoka PARCO (4F). The SHIBUYA109 store carries about 930 types of color contacts and provides the latest shopping experience, including the industry's first mobile order system. Their 'Trial Color' service, which allows free try-ons, is also highly popular, garnering broad support especially from younger demographics.
Official Website: https://hotellovers.jp/
## Background of the Contract Renewal
FENNEL and HOTELAVA signed a naming rights contract for the VALORANT women's division in 2022. This drew attention as the first naming rights case for a domestic esports team, and the contract has been renewed every year since, making this the 5th consecutive year.
'FENNEL HOTELAVA' achieved consecutive victories at the VALORANT Game Changers Japan Split 1 and Split 2 in the 2025 season, securing a domestic double crown. Following this, they placed 4th at the VALORANT Game Changers Pacific 2025 (held in Bangkok, Thailand). In 2024, they also competed in the VALORANT Game Changers Championship (World Tournament), steadily building a track record on the international stage as a core presence in the Japanese GC scene.
The high affinity between HOTELAVA's main customer base of young women and the esports fanbase, along with shared sympathy for the philosophy of 'improving the social status of female esports players' championed by 'FENNEL HOTELAVA', led to the renewal of the contract for a 5th year through mutual agreement.
## Future Developments
For the 2026 season, FENNEL HOTELAVA has launched with a new structure gathering top players in the Japanese GC scene.
In addition to existing members Moco, who provides stable game-making as the IGL (In-Game Leader), suzu, praised as the strongest duelist in Japanese GC, and YuRinChi, who evolved throughout last season, the team is joined by SereNa from South Korea, who has abundant international tournament experience, and UR, who has high communication skills and acts as the team's mood maker.
This season
This contract marks the 5th consecutive renewal since the initial agreement in 2022, and the team will continue to operate as 'FENNEL HOTELAVA' for the 2026 season.
## About HOTELAVA Co., Ltd.
'HOTELAVA' is the nickname for 'HOTEL LOVERS', one of Japan's largest color contact lens e-commerce sites operated by HOTELAVA Co., Ltd. Boasting over 2 million members and over 1.6 million friends on its official LINE account, it ranks #1 in brand awareness among teenagers for color contact lens sites. In addition to the e-commerce business, they operate directly managed stores in SHIBUYA109 Shibuya (B1F) and Fukuoka PARCO (4F). The SHIBUYA109 store carries about 930 types of color contacts and provides the latest shopping experience, including the industry's first mobile order system. Their 'Trial Color' service, which allows free try-ons, is also highly popular, garnering broad support especially from younger demographics.
Official Website: https://hotellovers.jp/
## Background of the Contract Renewal
FENNEL and HOTELAVA signed a naming rights contract for the VALORANT women's division in 2022. This drew attention as the first naming rights case for a domestic esports team, and the contract has been renewed every year since, making this the 5th consecutive year.
'FENNEL HOTELAVA' achieved consecutive victories at the VALORANT Game Changers Japan Split 1 and Split 2 in the 2025 season, securing a domestic double crown. Following this, they placed 4th at the VALORANT Game Changers Pacific 2025 (held in Bangkok, Thailand). In 2024, they also competed in the VALORANT Game Changers Championship (World Tournament), steadily building a track record on the international stage as a core presence in the Japanese GC scene.
The high affinity between HOTELAVA's main customer base of young women and the esports fanbase, along with shared sympathy for the philosophy of 'improving the social status of female esports players' championed by 'FENNEL HOTELAVA', led to the renewal of the contract for a 5th year through mutual agreement.
## Future Developments
For the 2026 season, FENNEL HOTELAVA has launched with a new structure gathering top players in the Japanese GC scene.
In addition to existing members Moco, who provides stable game-making as the IGL (In-Game Leader), suzu, praised as the strongest duelist in Japanese GC, and YuRinChi, who evolved throughout last season, the team is joined by SereNa from South Korea, who has abundant international tournament experience, and UR, who has high communication skills and acts as the team's mood maker.
This season