Esports Mogul Limited (ASX:ESH) reports that its advanced tournament and matchmaking platform, Mogul, has signed a partnership agreement with SEA football organisation Buriram United and launched their Branded Hub, Buriram Proving Ground, on Mogul.
Buriram United FC (BUFC) is a powerhouse in SEA football. Established by Newin Chidchob in only 2010, the club has risen to become the most popular among Thailand’s 70 million strong population, securing six league titles in the process. In 2018 they signed a collaboration agreement with Borussia Dortmund of the Bundesliga, including sharing knowledge on use of technology and sports science.
BUFC was foundational to Chidchob’s vision to make Buriram Thailand’s “capital city of sports”. The club was boosted in 2011 when he built the 32,600 capacity, FIFA and AFC standard stadium, Chang Arena (or “Thunder Castle”). Chidchob expanded his sporting vision in 2014 building the Chang International Circuit. The CIC is an FIA Grade 1 and FIM Grade A motorsport circuit which has hosted the MotoGP since 2018. Buriram United Esports was founded to extend this vision further.
Mogul’s Managing Director, Gernot Abl, said the Buriram hub draws on Mogul’s hub technology to create a new media channel for their community. The custom hub domain gives them a premium landing page for online and offline promotion.
It delivers another showcase for their sponsors and multi-channel communication to the community via embedded video, streaming and connection to all their existing social channels.
Tournament hosting will drive high level community engagement with multiple brand touch points. Buriram’s choice of both Free to Play and Pay to Play offerings has already enabled both strong data aggregation and subscription revenue from day one.
Mogul’s language localisation delivers this whole experience in Thai. Buriram have full responsibility for and will invest in tournament prizing and marketing activity.
“Buriram is an amazing success story. We are very proud to join forces with them as they extend their vision into esports,” Mr Abl said.
“We are aligned strategically with Chaichanok and see opportunity for esports to bring brands, community and traditional sports together. We note FC Barcelona and Tencent’s recent esports collaboration as one example of many emerging globally.
“For Mogul we believe we can really help brands and organisations bridge the gap to new generations through esports. I look forward to our partnership with Buriram growing as we navigate this together.”
