Clothing retailer JD Sports has teamed up with MOONTON Games, the creators of the popular mobile MOBA game Mobile Legends: Bang Bang (MLBB), to launch an innovative promotional campaign and event partnerships. The collaboration, named “UP YOUR GAME,” aims to offer a range of benefits and activations both in-game and in the real world.
Campaign Highlights
The “UP YOUR GAME” campaign will feature several exciting benefits for MLBB players. JD Sports will provide real-world gift cards, in-game items, and discounts at their stores. Additionally, players will have the chance to receive MLBB’s in-game currency, Diamonds, and enjoy shopping rebates and exclusive product giveaways.
Event Partnerships
As part of this partnership, JD Sports will play a significant role in several major MLBB events throughout 2024:
- MLBB Professional League Malaysia (MPL Malaysia): JD Sports will be the official sponsor, hosting both online and offline activations.
- MPL Singapore: JD Sports will serve as the official esports partner.
- M6 World Championship in Malaysia: JD Sports will be the official on-ground partner and the official Thai broadcast partner.
Strategic Synergy
Krystal Tan, Esports Business Development Manager at MOONTON Games, expressed enthusiasm about the collaboration. “We’re thrilled to have laced up with one of the world’s most recognizable retailers in sports fashion,” Tan said. “Traditional sports and esports share similarities, such as competitive environments and entertainment value. Our fan bases also overlap significantly, being passion-driven, youthful, and stylish. The MLBB community can look forward to some exciting activations this season!”
About JD Sports
JD Sports is a leading British retailer specializing in sportswear and fashion. With a robust presence in Southeast Asia, where Mobile Legends: Bang Bang enjoys immense popularity, JD Sports is well-positioned to leverage this partnership to enhance player engagement and brand visibility.
This exciting collaboration between JD Sports and MOONTON Games promises to bring fresh and engaging experiences to both the esports and sports fashion communities. Keep an eye out for upcoming activations and offers as the partnership unfolds.