Fnatic has expanded its sponsorship portfolio, announcing a new partnership with Asian gambling operator, LeTou.

The deal will see the operator support the Kuala Lumpur based Dota 2 team, as its main sponsor for the multiplayer online battle arena game.

The Fnatic Dota 2 team recently qualified for the MDL Chengdu Major in China taking place 16-24 November and will be competing alongside 15 of the best teams in the world to be crowned champions and earn valuable points towards qualifying for the International.

Letou CEO, Paul Fox, commented: “LeTou are passionate about our players and partnering with Fnatic gives us the perfect opportunity to engage with their growing esports market.

“Fnatic are known to be the best in the business and we are very excited to work with them to support their Dota 2 team and we will be creating memorable content to bring their community and ours together.”

One of the ways in which LeTou will activate the partnership is through in-game naming rights for the Fnatic Dota 2 team and will provide exclusive content, competitions and social media access throughout the partnership.

Glen Calvert, Fnatic COO added: “Both LeTou and Fnatic have had great success in our respective fields, so it is fitting that we are now working together to continue that success.

“We are confident that we can give our fans fantastic experiences and boost the team’s profile through LeTou’s strong diverse international market share.”

Insider Insight: The role that esports sponsorships can play in allowing brands to expand to a new demographic is unprecedented. In terms of engagement, esports represents a major opportunity for brands to reach out to a whole new market. 

Furthermore, when it comes to integrity and ensuring esports is embattled in its fight against corruption, collaboration with the betting industry, through deals such as this are of the utmost importance.