Asian sports media property ONE Championship has revealed a slate of new strategic partnerships for 2020.
The deals will also cover events ran by ONE Esports, the company’s esports subsidiary.
ONE Championship has announced partnerships with JBL, TUMI, Red Bull, Lazada, DBS Bank, Foodpanda, Hugo Boss, Harvey Norman, California Fitness, Kredivo, Reckitt Benckiser, and Unilever.
While some have already had involvement in esports, the roster of partners is overwhelmingly non-endemic to the industry. It’s not clear whether each and every partner will be involved with ONE Esports, nor the capacity in which they will activate – though a press release makes it clear that they will indeed collaborate with the subsidiary.
Carlos Alimurung, CEO of ONE Esports commented in a release: “The ONE Esports Dota 2 Singapore World Pro Invitational was a huge success. We delivered an amazing experience for the esports community and our brand partners. 88% of attendees surveyed were 18-35. 96% of respondents stated that they are likely to attend the next ONE Esports event, and 84% are more likely to purchase a brand that supports ONE Esports events. With this momentum, we look forward to the ONE Esports Dota 2 Jakarta Invitational in April and the ONE Esports Singapore Major in June this year.”
ONE Esports partnered with gaming chair company Secretlab in December, naming it the official chair partner of its Esports World Championship Series. Later in the month, it announced that it would be hosting the ONE Esports Singapore Major in June 2020.
Esports Insider says: The benefit of having multiple properties with significant reach under one umbrella is that you have a lot of bargaining power with brands, as demonstrated here. While we don’t know the exact nature in which these partnerships will extend into esports, the upcoming Dota 2 Major is a solid opportunity for such brands to activate.