Puma Chases Under Armour In Asia’s Esports Sponsorship Race

Southeast Asian esports organisation EVOS Esports has announced a deal with sport apparel giant Puma. 

The deal involves an exclusive co-branded EVOS Esports Puma tracksuit and the first-ever unique activation by bundling both virtual and physical items together.

It will also see the Malaysian arm of the organisation’s professional esports athletes and gaming talents decked out in the co-branded tracksuit and lifestyle clothing range.

“We’re excited to collaborate with a global brand like PUMA, who truly understands the value in connecting with the younger generation via esports,” said EVOS Esports co-founder and chief executive officer Ivan Yeo.

EVOS Esports will also be rolling out upcoming promotional campaigns and cross-collaboration initiatives, as well as fan engagement activations like an exclusive in-app banner inside the Mobile Legends: Bang Bang game itself.

Meanwhile, fans who purchase the co-branded tracksuit will be given a special code to redeem an exclusive in-game virtual item, consisting of the EVOS Battle Emote in Mobile Legends: Bang Bang.

“We are thrilled to work with EVOS Esports on this product partnership. Working with EVOS Esports is a great way of how regional PUMA teams can engage with esports and gaming meaningfully on a local level,” said PUMA Malaysia country manager Steven Tan.

According to ASN data, Puma is the third largest sponsor for its category (2.8%, US$552k) in  esports sponsorship investment across Asia over the past three years, is just right behind Under Armour (4%, US$788k) and its latest deal has edged it closer towards closing the gap with the American fitness brand. However, both brands are far behind Nike’s dominance (90.1%, ~US$17.9m)  in Asia’s booming esports, which includes a major deal with League of Legends Pro League.