Singapore-based esports organization Team SMG has secured a one-year deal with Under Armour as its exclusive apparel sponsor. According to a release, Team SMG aims to “further its positioning as a lifestyle brand for gamers in Southeast Asia” through this deal.
Team SMG fields teams in several games across multiple countries – Mobile Legends: Bang Bang and PUBG MOBILE in Malaysia, and VALORANT in Singapore. The team is also well-known in China in large part due to the popularity of its founder, singer JJ Lin. Earlier this year, Team SMG signed a deal with NESCAFÉ.
While apparel deals are on the rise throughout esports and many major sportswear brands like Nike and adidas have jumped in, Under Armour has largely been absent from the space thus far, particularly with the major Western teams and leagues. The company previously had a licensing deal with Tencent in China to produce merchandise for the King Pro League.
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