On December 17, the M5 World Championship, the largest tournament in the history of Mobile Legends: Bang Bang, concluded in the Philippines. It concluded as the second most popular esports event in 2023; the tournament’s broadcasts gathered millions of Peak Viewers, signifying a significant audience reach for the competition. Has to be noted an unusual aspect of the event: many M5 participants competed in the event without sponsors’ logos on their jerseys, a rarity for an event of such magnitude.
Typically, major tournaments with potentially vast viewership attract numerous companies from various sectors. These entities willingly engage in short-term contracts with participants to place their logos on team uniforms and showcase them during live streams. These sponsorships, exchanged for advertising, adorn participants of esports events like The International for Dota 2 or Counter-Strike majors, often turning their attire into an advertising showcase or a bulletin board. However, it was different for the participants of the M5 World Championship.
Out of the 16 teams that competed in the group stage of the M5 World Championship, six teams didn’t display any sponsors on their chests or shoulders. These areas are considered prime real estate for advertising in esports. Teams like Team SMG, TheOhioBrothers, Deus Vult, Team Flash, Burmese Ghouls, and Team Lilgun appeared in ‘clean’ jerseys. Triple Esports, Geek Fam ID, and Homebois had sponsors only on their chests, while AP.Bren Hornets had their sponsor’s logo solely on the players’ shoulders. Only six teams in the group stage had logos both on their chests and shoulders.
Most popular sponsors categories on the chests
Most sponsors prefer the upper chest area on esports jerseys as it offers better visibility during broadcasts and photographs. Among the participants of the M5 World Championship, we identified 33 unique sponsors and 66.7% of them had their logos displayed on the chest of jerseys. The teams with the most sponsors on the front side of their jerseys were See You Soon and ONIC Esports, each showcasing four brands. RRQ Akira and Blacklist International displayed three sponsors each.
Altogether, the participants of the M5 World Championship had 22 unique sponsors on their chests, which we have divided into 12 different categories. The most popular category turned out to be Telecom, which included companies like Biznet, Telkomsel, Oxygen ID, and Globe. Following closely behind Telecom was the Electronics category (which also encompassed smartphones), featuring brands like Samsung Galaxy.
Among the unusual sponsors of the M5 participants were a Filipino dental clinic, a brand of sports watches, and motor oil. On the other hand, the abundance of snack producers, energy drinks, chewing gum, and other food sponsors shouldn’t come as a surprise, as these types of sponsor categories are quite popular in Southeast Asia. It’s worth noting that in mobile esports, there’s almost no presence of brands in the Computers and Peripherals category. This makes sense since players using smartphones hardly rely on computers, monitors, or similar devices.
Most popular sponsors categories on the shoulders
On the shoulders and arms of the M5 participants, we identified 13 unique sponsors across 8 different categories. The leading category here turned out to be Apparel & Accessories, encompassing three brands: JD Sports, Nine Styles, and Klassy Watches. Following closely behind Apparel & Accessories in representation was the Food & Food Supplements category, featuring companies like Pop Mie and Sukro. Interestingly, both of these companies were sponsors for the Brazilian team RRQ Akira.
The analysis of the M5 participants’ jerseys revealed that teams from Indonesia had the most sponsors on their chests — 6 sponsors for two teams. Meanwhile, Brazilian teams had the most sponsors on their shoulders and arms — 4 unique sponsors for two teams.
The M5 World Championship highlighted that Mobile Legends: Bang Bang surpasses many other esports titles in terms of audience reach. Yet, in the game’s professional scene, there’s still ample room for investments.
International brands are accustomed to perceiving esports as PC-centric competitions (especially in Europe and North America), and many companies are still cautiously observing mobile gaming. Currently, mobile esports represents a new frontier in the industry, which is rapidly advancing, particularly in Southeast Asia. This region stands as one of the fastest-growing markets in the digital entertainment sphere, albeit predominantly with local brands. Considering the current trend, it’s plausible to anticipate significant collaborations between major brands and mobile esports in Southeast Asia in the coming years.