Swedish esports organisation Alliance announced on Monday (23 August) that they have partnered with Redd+E, the esports arm of Singapore-based sports media agency Reddentes Sports, as they continue their expansion into Southeast Asia.
With the partnership, Redd+E has been recognised as Alliance’s official partner in the region and granted exclusive rights to promote the organisation's content and sponsorship agreements in Singapore, Vietnam, Malaysia, and Indonesia.
Alliance entered the Southeast Asian esports scene back in March with their acquisition of a Singaporean League of Legends: Wild Rift team.
Alliance have since emerged as one of the strongest squads in the region, becoming the champions of the Singapore leg of the SEA Icon Series for its Summer and Fall seasons as well as finishing in the Top 8 of the Summer Super Cup.
Alliance said in a press release that they partnered with Redd+E with an aim to "develop a footprint in Asia, [thus] ensuring exposure and awareness of their teams and content beyond Europe".
“It hasn’t been long since we began our expansion into Southeast Asia and it's a pleasure to be active in the region since day one. Our base and Wild Rift division is up and running and we have many exciting announcements, with new divisions and projects, lined up throughout 2021 and 2022. I'm very excited to partner up with Redd+E. Our goals for this market are big and I'm confident this partnership is the start of a long and fruitful relationship,” said Alliance CEO Jonathan "Loda" Berg.
“Alliance is one of the biggest esports organisation in Europe while we have established a strong presence in Asia. This partnership will bring mutual benefits and we can take best practices from both companies and help each other develop an even stronger network in both regions,” added Redd+E Managing Director Mark Chew.
Aside from its Singaporean Wild Rift team, Alliance is also operating Europe-based squads competing in other major esports titles such as Dota 2, VALORANT, PlayerUnknown's Battlegrounds (PUBG), Apex Legends, and TrackMania.
Alliance's flagship Dota 2 team is notably among the 18 teams competing in The International 10 (TI10) in Romania this October, where a massive US$40 million prize pool will be up for grabs.