German software brand SAP has signed a last-minute partnership with global esports tournament the Kuala Lumpur Major, which is set to take place this month.
As part of the one-off deal, SAP will act as the Official Analytics Partner of the Kuala Lumpur Dota 2 Major.
SAP will provide broadcast-based activations similar to those it offered at the ESL One Hamburg tournament earlier this year, including back-end services and data access for tournament organiser PGL – an esports production firm based in Romania.
The deal is a one-off event partnership, but SAP has expressed an interest in playing a greater role in the Dota 2 Pro Circuit.
SAP is also said to be interested in partnering with video game developer Valve, according to Esports Observer.
The Kuala Lumpur Major, which is supported by the Malaysian Ministry of Youth and other government agencies, will be the first Dota 2 Major to take place in Malaysia.
In partnering with the Kuala Lumpur Major, SAP joins brands such as Monster Energy, KFC and U Mobile as event sponsors.