KUALA LUMPUR, MALAYSIA, 26 August – JD Sports (LON: JD), the global multichannel retailer, has inked a regional partnership with Mobile Legends: Bang Bang (MLBB) Esports, the world's most popular mobile esports platform, to motivate esports enthusiasts to push their boundaries, whether in the gaming arena or through sartorial flair. This first-time partnership will feature the launch of the "UP YOUR GAME" campaign, which bridges the worlds of fashion and esports by offering fans exclusive giveaways of gift cards and MLBB in-game Diamonds (the game's premium in-game currency), JD Sports' products, and shopping rebates on JD Sports.

Additionally, JD Sports will bring online and offline activations in MLBB Professional League (MPL) Malaysia Season 14 as Official Sponsor, and MPL Singapore Season 8 as Official Esports Partner. JD Sports will also be the Official On-Ground Partner and Official Thai Broadcast Partner at the upcoming M6 World Championship in Malaysia, held at the end of the year.

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!" 

JD Sports said: "JD always believes in the value of pushing boundaries and excelling to achieve new competitive heights. And MLBB is one of the largest and fastest growing communities, so it has always been of peak interest to JD to grow together with community. We believe every MLBB community member has potential to up their game, whether in or out of the gaming arena. With 'UP YOUR GAME', we hope to provide them the right opportunities to do just that." 

MPL Malaysia is Malaysia's most popular and longest-running esports league. The recently-concluded Season 13 was the most-watched ever, recording 631,186 Peak Concurrent Viewers (PCV), according to esports analytics platform, Esports Charts. MPL Singapore is Singapore's only esports league. It has recorded consistent audience growth each season, with Season 6 achieving 67,407 PCV, according to Esports Charts.