JD Sports partners with MLBB Esports for Up Your Game campaign

Clothing retailer JD Sports has partnered with MOONTON Games, the creators of mobile MOBA game Mobile Legends: Bang Bang (MLBB) for a promotional campaign, event partnerships and activations.

The deal will focus on a campaign called UP YOUR GAME, which will enable players to receive real-world gift cards, in-game items and discounts in JD Sports stores. In addition, JD Sports will be the official partner of a series of MLBB events in 2024.

JD Sports is a well-known British store chain that focuses on sportswear and other clothing. The company has more than a dozen subsidiaries and has a strong foothold in Southeast Asia, where MLBB is one of the most popular games. The deal will capitalise on the popularity of MLBB and JD Sports’ infrastructure to offer players both in-game and real-world benefits.

Some of the benefits the two partners announced are giveaways of gift cards for JD Sports stores, MLBB in-game currency (Diamonds) giveaways, products sold by JD Sports, shopping rebates in stores and more.

In addition, JD Sports will also host a series of online and offline activations during the MLBB Professional League Malaysia (MPL Malaysia) as the event’s official sponsor. JD Sports will also be the official esports partner of the MPL Singapore, and official on-ground partner and official Thai broadcast partner for the upcoming M6 World Championship in Malaysia.

Krystal Tan, Esports Business Development Manager at MOONTON GAMES, said: “We’re thrilled to have laced up with one of the world’s most recognisable retailers in sports fashion. Traditional sports and esports have much in common, such as both taking place in competitive environments and offering immense entertainment value.

“Additionally, we have insight that there are also strong overlaps between our respective fan bases, both being passion-driven, youthful, and stylish. The MLBB community can look forward to some exciting activations this season!”