The Apex Legends Global Series (ALGS) Year 5 Championship has confirmed a significant number of commercial partners for its upcoming finals in Japan. The tournament, scheduled for 15-18 January 2026 at the Daiwa House PREMIST DOME in Sapporo, will feature activations from more than ten brands, combining international technology firms with local Japanese businesses.
The list of global partners includes Sony INZONE as the Official Monitor & Headset partner, Razer as the Official Chair partner, and Google Play, which is partnering with the series for the first time. They are joined by Red Bull, the Official Energy partner, and GALLERIA as the Official PC partner.
Local Japanese sponsors form a distinct part of the roster. The City of Sapporo is an official partner, with planned collaborations across the city. The Hokkaido Electric Power Company will supply the venue with renewable energy, while fashion retailer BEAMS will sell limited-edition championship merchandise. Other local partners include production company RAGE, network provider NTT East, gaming device maker AndGAMER (Void Gaming), and macaron shop Macaron et Chocolat.
This partner lineup indicates the event’s scale and its use as a platform for brand engagement within esports. The strategy leverages the championship’s attendance, which surpassed 34,000 fans during last year’s Sapporo event, to facilitate direct connections with the audience. A new feature for this year is the introduction of a Hokkaido Pavilion, a dedicated area for partner booths focusing on local enterprises.
“The number of global and local partners involved with this event is a great example of the impact hosting an ALGS event has,” said Monica Dinsmore, Head of Esports at EA.
The event will also feature a record number of team booths from competing esports organisations, offering fan meet-and-greets, including Fnatic, Gen.G, Alliance, Team Liquid, 100 Thieves, and Virtus.pro.
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