RSG renews Lenovo partnership

Southeast Asian esports organisation RSG has renewed its partnership with computer and mobile device manufacturer Lenovo.

As a result of the partnership, the electronics firm will continue to support RSG’s players and streamers. Moreover, Lenovo’s Legion branding will remain on RSG’s team jerseys in Singapore. The deal has been renewed every year since 2019.

Photo credit: RSG

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The renewal will kick off with an ‘awareness campaign’ that features the esports organisation’s newly-appointed Brand Ambassador and cosplayer, DJ Haru. The campaign is expected to showcase Lenovo’s Legion Slim 7i laptop across social media channels such as Twitch, Instagram and Facebook.

RSG first partnered with Lenovo to upgrade the organisation’s training facilities and gaming hardware. In addition, RSG has been supporting Lenovo Legion’s marketing efforts by creating online branded content tailored towards esports fans.

Ronnie Lee, General Manager of Lenovo Singapore, commented: “We are happy to renew our partnership with RSG once again. It has been a pleasure to be a part of the home-grown esports organisation’s journey as it deepens its foothold in Singapore and expands into the region. 

“Lenovo is excited to also see that our local esports talents have gained recognition and deliver outstanding performance over the years.”

Alongside appointing Haru as its new ambassador, the Singapore-based esports organisation partnered with Pizza Hut earlier this year. In April 2021, RSG also secured a $1m (∼£725,415) investment from esports private equity fund FrontSight Capital Fund.

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Founder and CEO of RSG, Jayf Soh, added: “We are grateful for Lenovo’s long-standing support and delighted to continue this partnership with one of the best-in-class technology brands. Lenovo Legion’s ardour for innovation and high quality synergises well with our relentless pursuit for excellence. 

“Having their support has been instrumental to our growth, and we look forward to more years of this partnership to bring exceptional content to audiences.”

Esports Insider says: As Lenovo’s sole esports team partner in Singapore, the firm seems content with how its brand is being promoted in the region. The addition of utilising DJ Haru within the deal also highlights the benefits of working with popular influencers, alongside developing competitive rosters.