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Garena Names MP & Silva Exclusive Global Marketing Rights Partner

SINGAPORE – MP & Silva, a leading international media rights company that owns, manages and distributes television and media rights to some of the most prestigious sports events, announced today that it has been appointed the global marketing rights partner of Garena, Southeast Asia’s largest Internet and mobile platform company.

The appointment will see MP & Silva work closely with Garena to secure brand partnerships, maximizing commercial opportunities in the Asia Pacific for three major electronic sports (eSports) properties:

  • Garena Premier League (GPL): This is the leading professional League of Legends (LoL) tournament in Southeast Asia, featuring top teams in the region from Indonesia, Malaysia, the Philippines, Singapore, Thailand and Vietnam. The GPL drew 140,000 concurrent viewers in 2015. LoL is one of the most played PC games globally, with a community of 67 million and 27 million active monthly and daily players respectively.
  • Vietnam Championship Series A (VCSA): This is the highest professional tournament for League of Legends' Vietnam teams.
  • League of Legends Masters Series (LMS): This is a professional League of Legends eSports league in Taiwan, Hong Kong and Macau.

The agreement is significant for MP & Silva as its first foray into the eSports scene. With a global audience reach of 256 million, eSports is an increasingly lucrative and booming industry with global revenues expecting to reach US$463 million in 2016 via advertising, sponsorship, media rights, merchandise & tickets and additional game publisher investment*.

Southeast Asia is a rapidly growing region with huge untapped potential for the eSports industry, which comprised over 126 million gamers** and generated revenue of US$1.1 billion in 2014. This figure is set to double by 2017**.

Said MP & Silva’s CEO, Marco Auletta: “This announcement is a great milestone for MP & Silva and an emphatic deal for our growing sponsorship business, and I’m heartened by Garena’s confidence in our team to deliver results to continue growing the value of their properties. It is also a significant first step for us into eSports while underlining our leadership and vision in breaking into a new industry with such enormous potential.”

Said Garena’s Vice President of Group Game Operations, Jason Ng: “We are delighted to partner MP & Silva to help realise the full potential of eSports in the region. As a huge advocate for eSports, we are heartened to witness its growing popularity and aspire to make it more prominent in this region. Historically, Garena’s flagship eSports events have attracted tens of thousands of fans and we are confident that MP & Silva’s proven track record in the sports industry can help to boost its presence further through strategic partnerships with consumer and commercial brands.” Said Rene Valencia, MP & Silva’s Global Head of Sponsorship: “We have been tracking the profile of eSports for some time, and from our market analysis we can see that the current eSports sponsorship revenues have not been realised to their full potential. Given the reach and scale of eSports in Asia, and its ability to access the difficult-to-reach demographic of tech-savvy millennials with above average disposable income, we believe we can help realise the commercial potential of Garena’s properties.”

Examples of the entitlements and potential sponsorship platforms during the tournament include featuring logos during live gameplay and screensaver loops, broadcast sponsorship, online advertising, media and promotional exposure, as well as product placement and activation at the tournament.

* Source (Newzoo, Global eSports Market Report: Revenues to Jump to $463M in 2016 as US leads the way, 25 Jan 2016)
** Source (Newzoo Southeast Asia Games Market, Jan 2015)
Source: Garena