HLA Jeans signs jersey deal with PSG esports team

PSG.LGD, the Dota 2 esports team of French Ligue 1 football club Paris Saint-Germain, has signed a sponsorship deal with Chinese apparel brand HLA Jeans.

The brand’s logo will appear on the jerseys of the team’s five players as part of the deal, which will run for 13 months.

The Shanghai-based team’s gamers will also wear HLA Jeans clothes during club activations.

Fabian Allègre, director of merchandising and brand diversification at PSG, said: “The arrival of a major partner is a significant vote of confidence in our promising Dota 2 team.

“We are very happy to be able to count on them to pursue our ambitions in this game, a must-have for video game lovers, especially in our key development areas in Asia. Our five players will wear HLA Jeans on their jerseys this weekend at the Chongqing Major tournament, hopefully giving us that little bit extra to win a new title.”