"This is so stupid."

In this episode of Asmongold TV, the host reacts to the news that Honda terminated its sponsorship of esports organization Team Liquid after a Team Liquid member posted a meme featuring a nuclear bomb — a clear reference to the atomic bombings of Japan during World War II. Asmongold uses this incident as a springboard to deliver a broader argument about the fundamental instability of the entire esports sponsorship economy.

The Honda incident and the blue-chip brand problem

Asmongold frames the Honda situation as predictable and inevitable. He defines "blue chip brands" as companies with pristine, uncontroversial reputations — Honda, Progressive, Ford, Samsung, Apple, IBM, Lay's potato chips. These are "the most basic milk toast, white bread fucking companies" that demand complete sanitization from any partner. When a Team Liquid member posted a nuclear bomb GIF — a joke Asmongold calls "pretty bad" given Japanese history — Honda terminated the entire partnership. He notes the irony: Honda's founder built a company that helped imperial Japan during World War II, a regime he describes as "not the teletubbies." The nuclear bomb, he argues, "made Honda what it is today," similar to how Volkswagen emerged from Nazi Germany.