The MP & Silva agency has made its first move into the eSports sector by agreeing a global marketing rights partnership with Garena, Southeast Asia’s largest internet and mobile platform company.
The appointment will see MP & Silva work closely with Singapore-headquartered Garena to secure brand partnerships and maximise commercial opportunities in the Asia Pacific region for three major eSports properties.
Included under the deal is the Garena Premier League (GPL). This is the leading professional League of Legends (LoL) tournament in Southeast Asia, featuring top teams in the region from Indonesia, Malaysia, the Philippines, Singapore, Thailand and Vietnam.
Vietnam Championship Series A, the highest professional tournament for League of Legends’ Vietnam teams, and League of Legends Masters Series, a professional League of Legends eSports league in Taiwan, Hong Kong and Macau, are also included in the partnership.
MP & Silva chief executive Marco Auletta said: “This announcement is a great milestone for MP & Silva and an emphatic deal for our growing sponsorship business. I’m heartened by Garena’s confidence in our team to deliver results to continue growing the value of their properties. It is also a significant first step for us into eSports while underlining our leadership and vision in breaking into a new industry with such enormous potential.”
Garena’s vice-president of group game operations, Jason Ng, added: “As a huge advocate for eSports, we are heartened to witness its growing popularity and aspire to make it more prominent in this region. Historically, Garena’s flagship eSports events have attracted tens of thousands of fans and we are confident that MP & Silva’s proven track record in the sports industry can help to boost its presence further through strategic partnerships with consumer and commercial brands.”
Examples of the entitlements and potential sponsorship platforms during the tournaments include featuring logos during live gameplay and screensaver loops, broadcast sponsorship, online advertising, media and promotional exposure, as well as product placement and activation at the events.