M7 World Championship Lifts Mobile Legends Partner Value to $186M

Shikenso and MOONTON Games released a case study reporting that the M7 World Championship for Mobile Legends: Bang Bang generated €158.39 million ($186 million) in partner brand value, a 37.7% increase from the M6 event. The report, published at the start of 2026, says the top four commercial assets accounted for 71.7% of the total.

The case study notes brand value at M6 was €115 million ($135.39 million) and rose to €158.39 million at M7. The firms attribute the increase to larger sponsorship activations and improved measurement across the event cycle.

The report describes a shift in sponsorship placement from broadcast screens and event signage to in-game integration. It cites energy drink partner Red Bull as an example of a brand that can appear on elements inside the match map, making the brand visible during gameplay rather than only on surrounding screens.

Shikenso and MOONTON said their collaboration began before the M6 World Championship. They used performance data and analytics to refine sponsorship activations across planning, broadcast and digital channels and to increase transparency in measurement. The case study states these changes allowed organizers and partners to adjust activations based on performance metrics.

Adrian Cher, Global Head of Partnerships, MLBB Esports at MOONTON Games, commented, ‘The M7 reflects a broader evolution in how brands engage with esports. Partners today are not simply investing in visibility but co-creating experiences that resonate with audiences at scale.’

Arwin Fallah Shirazi, Co-CEO and co-founder of Shikenso, added, ‘The M7 World Championship proves that sponsorship performance at scale requires more than audience growth-it requires performance intelligence.’

The report also notes the M Series will expand its geographic reach. The M8 World Championship is scheduled to take place across Türkiye and Thailand, the first time the series will extend beyond Southeast Asia. Mobile Legends: Bang Bang was named the first game for the inaugural Esports Nations Cup in Riyadh later this year.