T1, ABLY Join Forces to Blend Esports and Streetwear Culture

• ABLY becomes T1’s official Lead Partner starting January 2026.
• Collaboration to launch merch line inspired by players to debut on ABLY platforms.
• This marks T1’s expansion into South Korea’s ₩81 trillion sports-fashion market.

After T1’s record sixth win at the League of Legends World Championship (Worlds), the team is now set to collaborate with ABLY. This new sponsorship deal will make ABLY the official Lead Partner of T1. Being South Korea’s biggest style commerce platform, this collaboration would be one of its kind, blending esports and fashion.

T1 players' outfits will also have the ABLY logo starting from January 2026. With ABLY by their side, T1 will now be able to distribute their official merchandise to their fans. The merchandise will include jerseys, eco-bags, tumblers, and special limited-edition items inspired by the players. Apart from ABLY’s platforms like 4910 and Amood, the merchandise will also be available on T1’s own store.

T1’s COO, Ahn Woong-ki said, “This lead partnership with Abley will provide an opportunity to connect the T1 brand more closely with fans. As world champions, we will create new experiences that connect T1’s passion with the support of fans.”

Why are T1 and ABLY collaborating?

The T1 x ABLY collaboration intends to combine esports with the rapidly expanding streetwear industry in South Korea, which is currently experiencing double-digit growth. Deep Market Insights estimates that the country's streetwear market will be worth $2.6 billion in 2024 and will almost double to $4.7 billion by 2033. 

Additionally, the Ministry of Culture, Sports and Tourism said that online and wholesale demand for sportswear helped boost South Korea’s sports and fashion sector. In 2023, it generated ₩81 trillion ($59 billion) in sales, up 3.7% over the previous year.

T1 x ABLY: What Else Can Fans Expect?

In addition to merchandise, both parties are organizing a number of offline and online combined marketing initiatives, including partnerships aimed at the MZ generation (Gen Z and Millennials). Although neither of them disclosed the duration of the cooperation, it is speculated to be a long-term endeavor.

T1: Other Partnerships

Previously, at the Riyadh Esports World Cup 2025, T1 agreed to a three-year sponsorship deal with Red Sea Global (RSG), a Saudi tourism company.  As part of the agreement, RSG will sponsor T1's YouTube video content and have its logo on the team's front jersey.

Apart from that, T1 and Dimension Poptown have launched a pop-up café partnership in Malaysia and Thailand.  The locations will be the MBK Center in Bangkok and the LaLaport BBCC in Kuala Lumpur.

The T1 x ABLY collaboration is more than just a standard sponsorship. It is a perfect example of how esports are becoming more and more integrated into pop culture. In addition to growing its brand, T1 is reinventing how supporters show their allegiance by connecting competitive gaming with South Korea's thriving fashion industry.