Tumi signs major E-sports sponsorship

Tumi, the international travel and lifestyle brand, has committed to a seven-figure partnership with One Esports, which will be running events online and an invitational series in Singapore.

One Esports is a joint venture between One Championship and Japan’s largest global advertising agency, Dentsu, which launched a live experiential business through oneesports.gg. Oneesports.gg is a Top 5 global esports site that reaches millions of visitors each month, and delivers esports news and in-depth stories on esports athletes and teams.

“We are very excited to be entering into a partnership with One Esports,” said Adam Hershman, GM, Tumi Greater China, APAC distribution and travel retail.

“It is an incredible time for esports and this is a truly unique and innovative partnership that opens up new possibilities for both brands.”

Esports is one of the world’s fastest-growing industries, driven by Asian fans and participants. With more than 700 million followers globally, and more than half of those from Asia, esports’ current growth trajectory sets it on its way to becoming one of the top-earning sports leagues in the world.

“We are looking forward to working with this new generation of athletes and the fans to perfect their journeys – while having a bit of fun along the way,” said Hershman.

Tumi will be creating content with One Esports as well as equip athletes on the move with travel essentials. The lifestyle brand and One Esports will also collaborate on a series of events following the Invitational Series across the region.

“Bringing together One Championship and One Esports with Tumi creates countless opportunities to engage with our fans in new and exciting ways,” said Chatri Sityodtong, chairman and CEO of One Championship.

“I am excited to work with Tumi across all of our platforms through various markets and to continue to establish One as the largest producer of millennial live sports content in Asia and around the world.”