Singaporean organisation Team SMG has announced a one-year partnership with American performance apparel brand Under Armour.
The deal will see all of the players that compete for Team SMG donning branded apparel manufactured by the organisation’s new partner.
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Team SMG fields rosters in mobile titles Mobile Legends: Bang Bang and PUBG Mobile, as well as Riot Games’ newly-released VALORANT. Despite being located in different countries – mobile competitors are in Malaysia, whereas the VALORANT roster is in Singapore – all of the players will be kitted out through this deal.
Orrin Xu, General Manager of Team SMG, spoke on the deal: “This partnership is a great milestone for us at Team SMG. Under Armour is known as the originator of performance apparel and gear, and our players are thrilled to be equipped to game in comfort, and in style.”
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Under Armour is not the first athletic apparel brand to operate in esports by any means, with the likes of Nike, adidas, PUMA, Kappa, and Champion already having deals in the industry.
Yvonne Tey, Director of Marketing, Southeast Asia at Under Armour, commented: “Esports is on the rise and becoming increasingly recognised in Southeast Asia, so we are proud to partner with Team SMG to inspire the next generation of athletes and are committed to making them better through passion, design and the relentless pursuit of innovation.”
Esports Insider says: It’s cool to see SEA get some love with such a deal, as it’s European and North American organisations that seem to be getting a lot of the love from athletic apparel brands – though you can’t forget about LPL and Nike.