Global sports brand JD Sports became the official partner of MPL Malaysia Season 14 and MPL Singapore Season 8 with the “UP YOUR GAME” campaign.
JD Sports, the global multichannel retailer, officially became a partner with the esports side of Mobile Legends: Bang Bang to motivate esports enthusiasts to push their boundaries, whether in the gaming arena or through sartorial flair.
This partnership will feature the launch of the "UP YOUR GAME" campaign, which, according to the press release, bridges the worlds of fashion and esports by offering fans exclusive giveaways of gift cards and MLBB in-game Diamonds, JD Sports’ products, and shopping rebates on JD Sports.
Additionally, JD Sports will sponsor online and offline activations in MPL Malaysia Season 14 and MPL Singapore Season 8 as the Official Esports Partner.
JD Sports will also be the Official On-Ground Partner and Official Thai Broadcast Partner at the upcoming M6 World Championship in Malaysia, which will be held at the end of the year.
Krystal Tan, Esports Business Development Manager at MOONTON GAMES, said:
"We're thrilled to have laced up with one of the world's most recognisable retailers in sports fashion. Traditional sports and esports have much in common, such as both taking place in competitive environments and offering immense entertainment value. Additionally, we have insight that there are also strong overlaps between our respective fan bases, both being passion-driven, youthful, and stylish. The MLBB community can look forward to some exciting activations this season!"
JD Sports commented:
"JD always believes in the value of pushing boundaries and excelling to achieve new competitive heights. And MLBB is one of the largest and fastest growing communities, so it has always been of peak interest to JD to grow together with community. We believe every MLBB community member has potential to up their game, whether in or out of the gaming arena. With 'UP YOUR GAME', we hope to provide them the right opportunities to do just that."
MPL Malaysia is Malaysia's most popular and longest-running esports league. The recently concluded Season 13 was the most watched ever, recording 631,186 Peak Concurrent Viewers (PCV), according to the esports analytics platform Esports Charts.
The league is the home of Selangor Red Giants, champion of MSC 2024. This year, two teams from the league will participate in the upcoming M6 World Championship after losing a slot in the previous iteration.
The MPL Singapore is the home of NIP Flash, which performed admirably in the MSC 2024. Season 8 will see the return of HomeBois SG to the league after losing its place to Asteris in Season 7. However, Rift Esports acquired the Asteris lineup, making them eligible to play in the league.
