Subway Malaysia makes esports foray with MyGameOn sponsorship

Subway Malaysia has made its first foray into esports, and will be sponsoring MyGameOn's (MGO) Lunchtime Cup championship. According to Subway, its involvement with MGO is testament to its interest and awareness towards the local esports industry, and its desire to bring something fresh to the local gaming scene and esports fans in Malaysia. As part of the sponsorship, Subway Malaysia will be providing food options for Malaysia’s esports fans, and has also increased the championship's main prize from RM500 to RM1000. 

In a statement to A+M, a Subway Malaysia spokesperson said the company has been looking at opportunities to partner with esports in Malaysia for awhile now, as it explores new channels to connect with consumers and expand its fan base. According to the spokesperson, Subway is not restricted to established traditional marketing opportunities and can work with partners to design new partnership opportunities. 

The franchise will be activating and marketing its esports partnership on its own platforms and aims to give esports fan exclusive content. In addition, Subway Malaysia has also launched a new menu and looks to offer esports fans first dips to trial its new flavours. 

When asked about its esports plans for 2020, the spokesperson added that as this is its first partnership with esports in Malaysia, Subway will have to assess the success and explore ways it can grow for future opportunities. "Elsewhere, Subway has partnered with esports to offer viewers exclusive deals and we believe this is something that our Malaysian fans would love to see. Not only is esports a great experience for the players themselves, but it’s fantastic and exciting viewing for the audiences - and we believe our food is a great fit," the spokesperson said. 

Marketing's Content 360 conference is going virtual, and will bring together industry leaders to discuss challenges and share insights on future content marketing trends, as well as successful strategies to help tackle the complex marketing landscape. Sign up here!

Esports is booming in markets such as Singapore, Malaysia and Indonesia. Esports was recognised for the first time as a sport and was included in SEA Games 2019 held in Phillippines. Brands such as Domino's, Singtel, AirAsia and Lazada have continuously pushed for esports to be recognised in local markets as well.

Related article:
The different types of players you will encounter in the gaming and esports scene