Southeast Asian esports team Bacon Time has announced a partnership with online food and grocery delivery platform Foodpanda.
According to the release, sports marketing agency SPORTFIVE collaborated with Bacon Time’s parent company Ampverse to help secure the one year-partnership.
RELATED: Fnatic closes $17m funding round led by Marubeni
The agreement sees Foodpanda become a premium partner of the team. Moreover, the partnership will include original content, Foodpanda product placement on Bacon Time’s live streams, and social media posts on the organisation’s platforms.
Adrian Staiti, President, APAC at SPORTFIVE, commented: “We are thrilled to bring together this exciting partnership. Bacon Time boasts the largest and most engaged esports community in Thailand, while Foodpanda is one of the leading food delivery services in Southeast Asia with a mission to create valuable connections and memorable experiences.
“I am confident that these two brands coming together to create interesting and fun content for fans will spark a forward-thinking partnership that will inherently create value for both organisations.”
The partnership is also expected to include Foodpanda branding across Bacon Time’s ‘professional wear’, which includes its current Arena of Valor Thailand and PUBG Mobile kits.
Bacon Time’s commercial portfolio includes the likes of KFC, Pops World Wide, and realme, among others.
Charlie Baillie, Co-founder and Chief Growth Officer of Ampverse, added: “We’re proud to partner with such a dynamic and digital-first brand as Foodpanda. It is a natural fit given the team are already active users of the product which makes for a very authentic partnership. We look forward to developing a close long-term collaborative relationship with the brand.”
RELATED: Tier One Entertainment unveils GroupM partnership
This is not the first time SPORTFIVE has been mentioned during esports negotiations. The agency is currently working with Fnatic to secure a new main sponsor for the organisation. Earlier this year, SPORTFIVE also announced a marketing partnership with Farming Simulator publisher GIANTS Software.
Esports Insider says: The partnership will likely boost Foodpanda’s presence in Southeast Asia, particularly within the Arena of Valor scene. Moreover, the deal does highlight that marketing agencies in esports are becoming more apparent, with many deals seemingly being secured through these entities.