Gen Z Brand Fairrie Collaborates With Moonton Games

Thai-Swiss jewellery, watch and eyewear brand Fairrie is all poised to back Chinese game maker Moonton Games, the creator of mobile MOBA game Mobile Legends: Bang Bang, for the M series of MLBB tournaments. 

Under the deal, the two brands will collaborate on a special range of watches and jewellery to be offered to the winners of the M6 as well as consumers. Fairrie will also be the Official Prize Sponsor for the M6 award ceremony. The season-ending M6 World Championship will take place in Kuala Lumpur from November 21 to December 15.  

The two-year partnership makes absolute sense as Fairrie is a brand targeting Gen Z consumers with items inspired by gaming and esports. It will also involve collaborations with more games. 

Ringo Lung, Senior Regional Esports Sales Manager at Moonton Games, stated, “We are excited to partner Fairrie to elevate the MLBB experience for our community. This partnership opens up new avenues for creativity and self-expression, allowing players to carry a piece of the game with them. The exclusive accessory lines aim to create a lasting impact that extends beyond the game, fostering a sense of belonging and pride among our gaming and esports communities.” 

According to ASN data, esports has seen investment of US$65.6m+ across the Asian sponsorship market since Q122, with a quarterly average spend of almost US$5.5m, and it is set to hit US$4.8m+ for Q424, certainly a rise from the average investment between US$1.9m+ and US$4.2m+ from Q124 to Q324.