European esports organisation ENCE has announced a partnership with Asian esports betting platform Jing Ji Bao.
According to the release, the partnership will look to bolster ENCE’s reach within the Asian market. The organisation will join social media platform Weibo and create content on the platform in Chinese.
In 2020, Jing Ji Bao announced a Dota 2-focused collaboration with European organisation Team Secret, with both entities hosting online tournaments for the Chinese region. The partnership with ENCE will see Jing Ji Bao expand into the CS:GO scene.
Aside from the content activations on Weibo, further details surrounding the partnership have not been revealed.
Mika ‘Miqaqu’ Kuusisto, ENCE CEO, stated: “We’re happy to partner up with Jing Ji Bao to deepen our relationship with our fanbase in China and across Asia together with them.
“We want ENCE followers across the globe to be able to enjoy our esports journey, and as a next step, we start bringing more excitement and content also to our fans in the east.”
Some of ENCE’s other commercial partners include the likes of Logitech G, Red Bull, noblechairs and Coinmotion.
Earlier this month, the organisation’s CS:GO team secured a top-four finish during PGL Major Antwerp 2022. The Major recorded a peak viewership of 2.1m, making the tournament the second-highest viewed CS:GO event ever, according to Esports Charts.
Esports Insider says: Esports organisations are constantly looking to strengthen fanbases across multiple regions. Establishing a partnership with regional sponsors is one way to bolster a presence, whilst also learning more about the territory and its intricacies.