Team SMG appoints SPORTFIVE as commercial sales representative

04 November 2020


Singaporean organisation Team SMG has appointed sports and entertainment agency SPORTFIVE as its commercial sales representative.

As a result of the partnership, the JJ Lin-owned organisation will be able to leverage SPORTFIVE’s global network and consulting expertise in order to develop sponsorship packages to a variety of endemic and non-endemic brands.

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The agreement will allow Team SMG to strengthen its business opportunities as well as collaborate with the agency to build awareness of its brand in Asia, via the use of activations.

Regarding the announcement, Orrin Xu, General Manager of Team SMG, commented: “We are incredibly proud of what we have achieved so far with our teams, and are ready to take the next step to carve out a niche for ourselves in the esports world and build our presence beyond South East Asia. 

“Partnering with SPORTFIVE will allow us to access greater commercial opportunities while optimising the growth potential of Team SMG, and we look forward to exciting collaborations with brands that will bring value to our fans.”

SPORTFIVE, formerly Lagardère Sports and Entertainment, has heavily integrated itself into the esports ecosystem in recent years, particularly with the firm establishing its international esports operations this year. The agency has secured a range of partnerships with competitive gaming teams, event organisers and publishers, including the likes of Riot Games, T1 Entertainment & Sports and PUB G.

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The appointment of SPORTFIVE also highlights the willingness of Team SMG looks to continue developing its already impressive commercial portfolio, which includes brands such as Under Armour, Nescafé and U Mobile.

Malcolm Thorpe, Managing Director – South East Asia at SPORTFIVE, added: “With esports showing a clear rise in audience, reach and commercialisation, it is clear that esports is a global industry that is here to stay. 

“Our expansion into esports has delivered partnerships for both endemic and non-endemic brands, allowing them to connect with the world of gaming and its massive and highly engaged audience. We are confident that our track record and global network will help bring Team SMG to the next level.” 

Esports Insider says: SPORTFIVE’s partnership with Team SMG is yet more proof of how the firm wishes to continue developing its list of global clientele as the agency looks to become more of a major player in the industry. Moreover, from Team SMG’s perspective, the organisation will hopefully utilise the agency’s expertise from its traditional sporting background to grow its brand in Asia.

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