eSports players

Esports and entertainment company Misfits Gaming Group (MGG) has signed a multi-year partnership with British headwear brand Tokyo Time.

As a result of the deal, Tokyo Time will produce officially licensed Misfits Gaming headwear and collaborate on co-branded merchandise. This is the brand’s first foray into esports.

Misfits Gaming Tokyo Time
Image credit: Misfits Gaming

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Tokyo Time has been named as the official headwear provider of Misfits Gaming, with the partnership commencing immediately following the launch of an exclusive collection. The merchandise is available on both Misfit Gaming and Tokyo Time’s websites.

Vas Roberts, VP, Partnerships at Misfits Gaming Group commented: “We’re excited to partner with an exciting new brand to create new products for our fans and players. Tokyo Time has partnered with exciting traditional sports leagues and we’re proud to be their first partner in esports.”

UK-based Tokyo Time launched in 2018 and creates Japanese-inspired headwear. The company has entered into a number of traditional sports partnerships including the British Basketball League, 24h Le Mans, and Italian motorsport team Prema.

Paul Davison, CEO of Tokyo Time added: “Tokyo Time is absolutely thrilled to partner up with exciting Esports team Misfits Gaming. We are looking forward to producing some exciting collaborations that will excite fans over the next few years.”

RELATED: Misfits Gaming Group joins forces with ASUS ROG

Misfits Gaming Group has already made several key partnerships in 2021, which includes the likes of ASUS ROG and peripherals company MOUNTAIN. In December, Misfits joined ESPAT TV’s Creative Collective, lending its media representation rights across all properties for streaming services and distribution.

Esports Insider says: It’s always nice to see brands dip their toes in the esports waters for the first time. Misfits is a strong, established brand that will hopefully serve Tokyo Time well in terms of audience engagement.

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