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PSG Esports has announced its exclusive partnership with a Chinese ready-to-wear brand HLA Jeans.
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HLA has received branding both on PSG Esports‘ DOTA 2 squad—— PSG.LGD’s social media and a bespoke in-game team flag during Chongqing Major.
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HLA has recently set up the sponsorship with several Chinese DOTA 2 teams including VG, EHOME, and PSG.LGD.
HLA Jeans is a brand-new trendy sportswear brand of HLA and was officially launched in 2017. Before its recent sponsorship for three Chinese DOTA 2 teams, HLA Jeans has signed a deal with two Chinese variety shows,one of which is a quite popular talk show named Qipa talk.
PSG.LGD's other sponsors include PSG esports, Monster Energy, Douyu TV, ZOTAC, Intel, Anda seaT, Hyper X, ASUS, AMD and VP game.
The strategic cooperation between PSG Esports and LGD's DOTA 2 squad started from Apr 2018. This team has won second place on TI8 and just got a 4th place in the Chongqing Major.
It's interesting that HLA Jeans is a clothing brand while selling clothes with PSG's logo is also a part of the club's revenues.
Whether this sponsorship will become a barrier to PSG's original operation or bring about synergies, time will show the answers.**