Esports Sponsorships and Partnerships: How companies are investing in esports for marketing and branding
Esports once a niche subculture, has become a global phenomenon with a huge fan base. What started out as fun for the sake of fun has turned into a full-fledged industry with its own campaign.
Esports championships attract millions of dollars, give fans a show, and are also part of other industries such as betting. It is hard to deny the direct connection between computer sports and gambling: they have been functioning harmoniously since the emergence of eSports from the shadows.
The main disciplines, like CSGO, attract a huge number of players both in the game itself and outside it – to best csgo betting sites, bookmakers and so on. In fact, it is the bookmakers and betting sites that are driving the development, as they offer sponsorship relationships to CSGO clubs and tournament operators. However, they are not the only ones doing it.
In the wake of this meteoric rise, major companies have realised the untapped marketing potential of the esports industry. In this article, we explore the fascinating world of sponsorships and partnerships in the esports industry, highlighting how big brands are strategically investing in this booming sector to boost their marketing and branding efforts.
The Rise of Major Brands as Sponsors
In recent years, big brands have flocked to esports like never before, having realised that it is fertile ground for usstuping contacts with a diverse and engaged audience. One prime example of this is the collaboration between Coca-Cola and the Overwatch League. As part of this collaboration, Coca-Cola became the official beverage sponsor of the league, The International by integrating its products into various league events. This not only allowed them to offer refreshing beverages to Overwatch fans, but also increased brand awareness.
Another notable partnership is Mercedes-Benz’s participation in the League of Legends World Championship. The luxury car manufacturer became the official automotive partner of the championship, providing top-of-the-line vehicles for the event. This collaboration not only reflected the global appeal of esports, but also demonstrated how brands can match the high-energy and high-performance image of esports.
Investment in Player Personalities
Cybersports boasts an incredibly diverse and global fan base, making it an attractive arena for companies looking to reach a wide range of demographics. Intel, the technology giant, is at the forefront of this trend. It has partnered with Intel Extreme Masters (IEM), one of the most prestigious esports tournaments in the world, to showcase its cutting-edge technology. This partnership is not only designed for the technology-savvy audience of esports competitions, but also allows Intel to expand its reach into a broader market.
Red Bull, known for their connection to extreme sports, has also supported esports by sponsoring numerous players and teams. Not only do they provide financial support, but they also provide talented players with valuable information and mentorship. This approach reflects Red Bull’s commitment to engaging with passionate communities and developing young talent.
Investing in players’ personalities
esports are not just about teams and leagues, but also about individual players who have become iconic figures in the industry. Recognising the power of these personalities, brands have begun to partner with esports athletes. Nike’s partnership with LPL (League of Legends Pro League) player Uzi is a prime example. Nike designed a special T-shirt for the Chinese superstar to symbolise its commitment to celebrating individual talents in esports.
In addition, Twitch, the live streaming platform synonymous with the gaming industry, has struck numerous sponsorship deals with both players and content creators. These agreements often include exclusive broadcasting deals, emoji and badge usage, demonstrating how companies use the charisma and influence of esports personalities to connect with their audiences.
Innovation and Technological Integration
Cybersports is inherently intertwined with technology, making it an ideal platform for companies looking to showcase their innovative products. Logitech, a well-known manufacturer of gaming peripherals, partnered with the eSports organisation Cloud9 to provide professional players with high-end equipment. This not only improved player performance, but also emphasised the importance of precision and quality that are synonymous with the Logitech brand.
In addition, DHL entered the esports arena as the official logistics partner of the ESL One series. This partnership facilitated the efficient movement of equipment, ensuring the smooth running of the tournament. It demonstrated how logistics companies can contribute to the success of esports events while building brand awareness.
The world of esports sponsorship and partnerships is a dynamic landscape in which companies are investing heavily to capitalize on brand awareness and engage a global audience. Major brands such as Coca-Cola, Mercedes-Benz, Intel, Red Bull, Nike and Logitech have strategically teamed up with esports organisations, players and events to tap into this thriving market.
esports offers unprecedented opportunities for brands to ustuplift their contacts with tech-savvy and passionate communities around the world. As the industry evolves, we can expect to see even more innovative collaborations and marketing strategies that blur the lines between traditional sports and esports. Brands that invest wisely in this The International heresy sector will not only be able to strengthen their marketing and branding efforts, but also make a lasting impact on the future of competitive gaming.