Team SMG (as you might remember – is an esports team venture with JJ Lin) has announced a 1-year partnership with Under Armour. You might be familiar with Team SMG from their various teams in either Valorant (SG), MLBB (MY), or PUBGM (MY). They’ve been making waves not just in tournaments, but with partnerships, like with NESCAFÉ earlier in April.
Each of these sponsorships, especially from non-gaming brands, are big for the industry – especially for the developing esports scene in Southeast Asia. With Team SMG investing in 3 different esports titles, it will also help the brand grow and expand.
Personally I like the photoshoot they’ve done with the players and the Under Armour gear they were outfitted with:
You can see the full release below:
TEAM SMG ANNOUNCES UNDER ARMOUR AS THE OFFICIAL APPAREL SPONSOR
SINGAPORE – Team SMG (Still Moving Under Gunfire) today announced performance apparel giant Under Armour as its official apparel sponsor. This 1-year exclusive partnership will elevate the branding image of Team SMG and further its positioning as a lifestyle brand for gamers in Southeast Asia.
Team SMG has three teams across Southeast Asia, two of which compete in mobile titles – Mobile Legends: Bang Bang and PUBG Mobile in Malaysia, where they will compete in the sixth season of the Mobile Legends: Bang Bang Professional League (MPL), and the second season of the PUBG Mobile Pro League (PMPL) – as well as the newly announced Valorant roster in Singapore. With this partnership, all of the players under Team SMG’s roster in Southeast Asia will be outfitted with Team SMG branded apparel by Under Armour.
“This partnership is a great milestone for us at Team SMG,” said Orrin Xu, GM of 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.”
Under Armour believes that momentum through work helps athletes push themselves to be better than what they thought possible and how its technology – with groundbreaking product innovations – supports them in achieving this. This is best exemplified through its brand campaign, ‘The Only Way is Through’.
“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,” said Yvonne Tey, Director of Marketing, Southeast Asia.
About Team SMG
Team SMG (Still Moving Under Gunfire) is the premier esports organization in Asia with teams in China and Southeast Asia. The team was founded by Singapore-born singer JJ Lin, alongside former Dota 2 player and coach, CEO Kenchi Yap. Established in 2017, Team SMG quickly rose to prominence in the esports scene after winning the Arena of Valor International Championship.
About Under Armour, Inc
Under Armour (NYSE: UA), the originator of performance footwear, apparel and equipment, revolutionized how athletes across the world dress. Designed to make all athletes better, the brand’s innovative products are sold worldwide to athletes at all levels. The Under Armour Connected Fitness™ platform powers the world’s largest digital health and fitness community through a suite of applications: UA Record, MapMyFitness, Endomondo and MyFitnessPal. The Under Armour global headquarters is in Baltimore, Maryland. For further information, please visit the Company’s website at www.uabiz.com.