Logitech sponsors League of Legends' Malaysia team

Swiss hardware provider Logitech is sponsoring a local League of Legends (LoL) competitive gaming team in Malaysia. This is part of a partnership agreement with Garena, a consumer Internet platform provider based in Asia.Called the Kuala Lumpur Hunters, the team will be provided with Logitech products to help in their training efforts and improve their competitive performance in upcoming gaming competitions.A+M has confirmed that the sponsorship will last for a period of one year, a spokesperson from Garena declined to reveal what the sponsorship entails.According to the spokesperson, providing the KL Hunters with stronger infrastructure and better gaming equipment is steps forward in helping the team improve their training and performance in upcoming tournaments such as The Legends Circuit in Malaysia and Garena Premier League in SEA.“Garena has been a huge advocate for e-sports so this sponsorship is part of our broader aspiration to promote a more vibrant and competitive e-sports culture in SEA,” the spokesperson said.Garena has been organising annual large-scale regional and local LoL tournaments such as the Garena Premier League and LoL Master Series.Aside from the current sponsorship with the KL Hunters as a result of the tie up with Logitech, it is currently not actively looking to sponsor other professional teams, the spokesperson shared with A+M.Recent years has seen more and more brands waking up to the potential of sponsorship in major e-sports competitions across the globe such as Dreamhack by Blizzard and the League of Legends World Championship in the US market.Other brands which have jumped on the bandwagon include Coca-Cola, Nissan, Intel, Nike, NBCUniversal and Toyota.Read also: E-sports: A game changer for the marketing industry?