French-based Paris Saint-Germain’s Dota 2 team, alongside China-based esports organisation LGD Gaming, has brokered an exclusive partnership agreement with HLA Jeans.
The 13 month deal will see the HLA Jeans logo appearing on the Dota players’ jerseys, with players wearing HLA clothing during a number of content pieces during 2019.
Fabien Allègre, Director of Merchandising and Brand Diversification at Paris Saint-Germain, commented: “The arrival of a major partner is a significant vote of confidence in our promising Dota 2 team.
“We are very happy to be able to count on them to pursue our ambitions in this game, a must-have for video game lovers, especially in our key development areas in Asia.
“Our five players will wear HLA Jeans on their jerseys this weekend at the Chongqing Major tournament, hopefully giving us that little bit extra to win a new title!”
PSG.LCD already boasts an established sponsorship portfolio of brands, which include Lynx and Monster Energy.
The two deals, as well as the addition of the Chinese streaming platform Douyu, were announced in August 2018.
PSG.LCD arguably had a disappointing end to the recent Chongqing Major after reportedly faltering on home soil. The team are best known for reaching second place in the Grand Final of the International 8 behind OG, which still remains – to date – the richest match in the history of esports.