Islamabad, Pakistan – Short video platform SnackVideo has announced that it is entering an exclusive partnership agreement with two of Pakistan’s known cricket teams namely Islamabad United and Multan Sultans.

Through the agreement, Islamabad United is bound to endorse SnackVideo as one of its partners during the sixth season of the Pakistan Super League this year, while Multan Sultans are set to endorse the app through its member players across fans of said cricket team.

“Partners like SnackVideo form an essential part of the sporting scene here in Pakistan, and we are happy to support partners who invest and develop our business and sporting industries together,” said Mohammad Rizwan, captain of Multan Sultans.

Through the exclusive sponsorship agreement, SnackVideo will be featured across ad slots in the nation’s print, television and radio spaces.

Shadab Khan, captain of Islamabad United also announced that part of the exclusive sponsorship agreement is that fans get the chance to win signed team merchandise via SnackVideo.

“Islamabad United is proud to align ourselves with a rising platform such as SnackVideo. SnackVideo aims to give a voice to every person so that they can express themselves, which is what our team has done for our fans in the league.’ Fans of both teams are not going to leave empty-handed as well,” Khan said.

Singapore – Mobile ad platform AdColony has announced that it has struck a sponsorship deal with the popular mobile game Mobile Legends: Bang Bang through a partnership with Mana, a Singapore-based gaming and esports brand consultancy firm.

The partnership entails AdColony to offer brands in Southeast Asia a streamlined approach to sponsorship and advertising in esports alongside their investment in gaming. In addition, brands who wish to amplify its presence with mobile Legends: Bang Bang Professional League (MPL) esports can turn to AdColony as a one-stop shop, powered by its comprehensive expertise and offering in in-app advertising.

Furthermore, AdColony’s integrated advertising technology platform allows targeting and retargeting of consumers between esports and gaming properties, meaning brands can reach audiences at multiple different points of the marketing funnel, across different ad types and formats, even bringing e-commerce into play.

For Tom Simpson, SVP at AdColony APAC, their recent sponsorship deal will allow them to be “hyper-focused on connecting brands with consumers across gaming and esports”, noting that “this partnership is an important pillar for 2021.”

“Mobile Legends is one of the key games to unlock the esports market in Southeast Asia. This partnership with Moonton enables us to help brands interact more easily with the growing passionate and engaged mobile esports audience alongside their ongoing investments in broader gaming-focused advertising and communications,” Simpson said.

Such sponsorship deals speak to a larger demand brought by the esports industry nowadays. It is estimated that by 2023, it is expected that the number of frequent viewers of esports worldwide will hit almost 300 million, a vast increase from the 173 million in 2018. In addition, a report by consultancy firm McKinsey addresses the monetary growth in the esports industry as it has gone from $950 million in industry revenue in 2019 to an expected $1.1 billion after 2020.

AdColony notes that mobile tech and handset manufacturers, male grooming, soft drinks, and snacks are the most common and active brands in esports at the moment, and price wars have been prevalent in markets such as Vietnam and Indonesia for premium esports rights, as brands are willing to pay a premium to lock out their competitors for extended periods.

“AdColony aims to simplify this process of esports rights and sponsorships price discovery and sponsorship for brands,” Simpson said, noting that many of these esports sponsorship opportunities get locked out due to competition.

Esports tournaments are still in demand, and have migrated online due to the offset of last year’s pandemic. According to Moonton, the game developer behind Mobile Legends, viewership levels in 2020 have set a record level in Indonesia, peaking at over 2.8 million concurrent viewers with over 67 million hours watched in total. The Philippines MPL also reportedly had a peaked viewership of over 757,000 concurrent viewers and over 21 million total hours watched.

“This partnership with Moonton comes hot on the heels of the news that AdColony and Mana, the Singapore-based gaming and esports brand consultancy firm that connects brands with the gaming and esports industries, has teamed up to help brands simplify the way they can get involved in the global gaming and esports ecosystem”, commented Jamie Lewin from Mana

In November 2020, AdColony also signed an exclusive partnership with global in-game advertising platform, Anzu, to offer Anzu’s market-leading blended in-game advertising solutions across both display and video to brands and agencies in Asia Pacific.

Australia – As the summer season in Australia is coming to a further close, digital ad solutions Val Morgan is prepping up outdoor cinema, Moonlight to procure brand sponsorships as the niche cinema venue expects higher buy-ins during the hot season. 

As Moonlight’s 25th anniversary coincides with the entry of the summer season, the cinema sets to showcase a round up of new blockbusters, cult classics, and family favorites, presenting brands with a fresh space to reach their target audience.

Val Morgan’s already established sponsorship ops at the cinema remain, and Moonlight encourages brands to leverage the projected influx of cinema goers in the upcoming summer. 

Such offers include exposure during preshow dwell time, and a range of national and state-based packages such as product sampling, activations, and signage based on the breadth of exposure brands are eyeing.

Brands can also opt to integrate with Moonlight Cinema advertising by sharing in its radio, social media, website, and print advertising placements.

Marketing and Communications Manager, Nicola Whiteside of Moonlight Cinema said, “There has been an explosion of [Australian] audiences to drive-in cinema both locally and internationally over the last four months and we can’t wait to make the most of the warmer nights to stage cinema in a safe outdoor environment [amid COVID-19].”

Moonlight’s location expands major cities in Australia, where operations are said to recommence in November 2020. For its reopening, a line up of brand new films is scheduled for their premieres such as movies Tenet, Wonder Woman 1984, and Black Widow.