The world of esports has seen tremendous growth in recent years, with professional gaming teams competing in a variety of games and tournaments. As the popularity of esports continues to soar, more and more companies are taking notice and investing in sponsorships. But who exactly is backing these teams? In this article, we’ll explore the landscape of esports sponsorships and take a closer look at the companies that are supporting the teams. From traditional sports brands to tech giants, we’ll discover who’s getting in on the action and why. So buckle up and get ready to dive into the world of esports sponsorships!
The Rise of eSports and Its Attractiveness to Sponsors
The Growth of eSports
The growth of eSports has been nothing short of remarkable in recent years. What was once a niche industry has now become a global phenomenon, attracting millions of fans and sponsors alike. Here are some key factors that have contributed to the explosive growth of eSports:
The Expansion of eSports Across the Globe
One of the primary drivers of eSports growth has been its rapid expansion across the globe. The popularity of eSports has grown in regions such as North America, Europe, Asia, and Australia, among others. This global reach has enabled eSports to tap into new markets and audiences, making it an attractive proposition for sponsors looking to expand their reach.
The Increasing Popularity of eSports Among the Young Generation
Another key factor contributing to the growth of eSports is its increasing popularity among the younger generation. eSports has become a favorite pastime for millions of young people around the world, who are drawn to the fast-paced, competitive nature of the games. This demographic is highly coveted by sponsors, as they represent a significant portion of the consumer market.
In addition, the rise of social media and streaming platforms has made it easier for fans to connect with eSports players and teams, further fueling the growth of the industry. With millions of fans tuning in to watch live streams and follow their favorite teams and players, eSports has become a lucrative market for sponsors looking to reach a large and engaged audience.
Furthermore, the growth of eSports has also been fueled by technological advancements, such as improved hardware and software, as well as the development of virtual and augmented reality technologies. These advancements have enabled eSports to offer a more immersive and engaging experience for fans, making it even more attractive to sponsors.
Overall, the growth of eSports has been driven by a combination of factors, including its global reach, popularity among the younger generation, and technological advancements. As the industry continues to grow and evolve, it is likely to attract even more sponsors and investment, further fueling its expansion and success.
The Value of eSports for Sponsors
The Large Audience of eSports
- The global audience of eSports has been growing rapidly, with an estimated 454 million viewers in 2020, up from 395 million in 2019.
- The number of eSports viewers is expected to continue to rise, reaching 517 million by 2024.
- This growth is driven by the increasing popularity of eSports, particularly in Asia, where it is becoming a mainstream form of entertainment.
- In addition, the rise of live streaming platforms and the increasing availability of high-speed internet have made it easier for people to access eSports content, further boosting its popularity.
The Potential for Brand Exposure and Engagement
- eSports provides a unique opportunity for brands to reach a young and engaged audience.
- According to a study by Newzoo, 62% of eSports viewers are under the age of 35, making it an attractive demographic for marketers.
- Brands can also benefit from the highly engaged nature of eSports fans, who are often passionate about their favorite teams and players.
- Sponsorships and partnerships with eSports teams and events can provide brands with a range of marketing opportunities, including logo placements, product integrations, and social media promotions.
- Additionally, eSports provides a new way for brands to connect with consumers in a more authentic and engaging way, allowing them to build brand loyalty and improve their reputation among younger audiences.
The Types of Companies Sponsoring eSports Teams
Traditional Sports Brands
Nike
Nike, a well-known brand in the world of sports, has also made its mark in the eSports industry. In 2019, Nike signed a deal with the Team Liquid eSports organization, providing them with a range of sportswear and footwear to outfit their players. This partnership allows Nike to tap into the growing eSports market and associate itself with a successful and popular team.
Adidas
Adidas, another prominent sports brand, has also ventured into the eSports sponsorship space. In 2018, Adidas signed a deal with the Fnatic eSports organization, providing them with a range of sportswear and footwear. This partnership allowed Adidas to gain exposure to the eSports audience and reach a younger demographic.
Under Armour
Under Armour, a sports apparel company, has also made strides in the eSports sponsorship landscape. In 2019, Under Armour signed a deal with the Swole Patrol eSports organization, providing them with a range of sportswear and footwear. This partnership allowed Under Armour to reach a new audience and associate itself with a rising star in the eSports world.
Technology Companies
Technology companies have been among the earliest adopters of eSports sponsorships, recognizing the potential of the industry and the opportunity to reach a younger, tech-savvy audience. Here are some examples of technology companies that have sponsored eSports teams:
Intel
Intel has been a major player in the eSports industry, partnering with a variety of teams and tournaments around the world. The company’s sponsorships have included teams such as Na’Vi, Cloud9, and Fnatic, as well as major tournaments like the Intel Extreme Masters.
Acer
Acer, a computer hardware company, has also been involved in eSports sponsorships, partnering with teams like T1, Team Liquid, and Alliance. The company has also been a major sponsor of several major tournaments, including the Acer Predator League and the Acer Predator Masters.
Corsair
Corsair, a manufacturer of high-performance computer components, has also jumped on the eSports sponsorship bandwagon. The company has sponsored teams like 100 Thieves, Fnatic, and G2 Esports, as well as major tournaments like the Corsair DreamHack Masters.
These technology companies see the value in aligning themselves with successful eSports teams and tournaments, hoping to tap into the passionate fan base and grow their own brand awareness. By sponsoring eSports teams and events, these companies are able to reach a younger demographic that is highly engaged with technology and gaming.
Gaming Companies
Gaming companies are a prominent group of sponsors in the eSports industry. These companies have a vested interest in the success of the teams they sponsor, as their brand reputation and success are directly tied to the performance of the teams they support. Some of the most notable gaming companies that sponsor eSports teams include:
Activision Blizzard
Activision Blizzard is one of the largest gaming companies in the world, with a portfolio of popular games such as Call of Duty, Overwatch, and World of Warcraft. The company has a strong presence in the eSports industry, with its Overwatch League being one of the most well-known and successful eSports leagues in the world. Activision Blizzard has also been known to invest heavily in its sponsored teams, providing them with state-of-the-art training facilities and equipment to ensure their success.
Epic Games
Epic Games is the developer of the popular game Fortnite, which has become a major player in the eSports industry. The company has been known to sponsor several professional teams, providing them with financial support and resources to help them succeed in tournaments and competitions. Epic Games has also been known to collaborate with other companies to host major eSports events, such as the Fortnite World Cup.
Tencent
Tencent is a Chinese gaming company that has made significant investments in the eSports industry. The company has sponsored several professional teams, including teams in the popular game League of Legends. Tencent has also been known to invest in eSports infrastructure, such as the construction of state-of-the-art eSports stadiums and training facilities. The company’s investments in the eSports industry have helped to establish China as a major player in the global eSports market.
Energy Drink Brands
Red Bull
Red Bull is one of the most prominent energy drink brands in the world of eSports. The company has been a major player in the industry for several years, sponsoring numerous teams and events across a variety of games. In addition to providing financial support, Red Bull also offers its teams access to state-of-the-art training facilities and equipment, as well as marketing and promotional opportunities.
Monster Energy
Monster Energy is another major energy drink brand that has made a significant impact in the world of eSports. The company has sponsored numerous teams and events, including the popular Call of Duty World League. Like Red Bull, Monster Energy provides financial support, as well as access to training facilities and equipment. The company also offers its teams the opportunity to participate in exclusive promotional events and campaigns.
Rockstar Energy
Rockstar Energy is a relatively new player in the world of eSports sponsorships, but the company has already made a splash by sponsoring several high-profile teams and events. Rockstar Energy has focused its efforts on the growing mobile gaming market, sponsoring teams that compete in popular mobile games like Fortnite and PUBG Mobile. The company provides financial support, as well as access to training facilities and equipment, and has even developed its own line of energy drinks specifically designed for gamers.
Other Industries
Automotive
- The automotive industry has been increasingly involved in eSports sponsorships in recent years.
- Many car manufacturers, such as BMW, Audi, and Mercedes-Benz, have partnered with eSports teams and organizations to promote their brands and reach a younger demographic.
- These partnerships often involve branded content, such as team jersey sponsorships and in-game advertising, as well as events and activations at eSports tournaments and conventions.
Financial Services
- Financial services companies, such as Visa and Mastercard, have also jumped on the eSports sponsorship bandwagon.
- These companies see the potential in reaching a younger, tech-savvy audience through eSports partnerships, and are using these sponsorships to promote their brands and products.
- In addition to traditional sponsorships, financial services companies are also exploring new ways to engage with eSports fans, such as through virtual currency and payments solutions.
Telecommunications
- Telecommunications companies, such as Samsung and T-Mobile, are also investing in eSports sponsorships.
- These companies see the potential in reaching a younger, connected audience through eSports partnerships, and are using these sponsorships to promote their products and services.
- In addition to traditional sponsorships, telecommunications companies are also exploring new ways to engage with eSports fans, such as through live streaming and mobile gaming experiences.
The Strategies Behind eSports Sponsorships
Building Brand Awareness
Creating a Positive Image for the Brand
- Esports sponsorships can help companies create a positive image for their brand by associating themselves with successful and popular teams.
- This can lead to increased brand recognition and consumer loyalty, as fans of the team may become more likely to purchase products from the sponsoring company.
Connecting with the Target Audience
- Esports sponsorships allow companies to connect with a highly engaged and tech-savvy target audience.
- This audience is often more likely to be early adopters of new technology and trends, making them an attractive demographic for many companies.
- Additionally, esports fans tend to be highly loyal to their favorite teams and players, which can create a long-term relationship between the sponsoring company and its target audience.
Generating Revenue and ROI
Increasing Sales and Market Share
One of the primary objectives of eSports sponsorships is to increase sales and market share. By partnering with popular eSports teams and tournaments, companies can tap into the passionate and engaged eSports fan base. These fans are often brand loyal and will support sponsors that support their favorite teams and players. Sponsors can also use eSports events as a platform to launch new products or services, driving sales and increasing brand awareness.
Creating New Business Opportunities
eSports sponsorships can also create new business opportunities for sponsors. By investing in eSports teams and events, sponsors can gain access to new markets and demographics. They can also gain valuable insights into the gaming industry and the eSports landscape, which can inform their future business strategies. Additionally, sponsors can leverage their eSports partnerships to create unique and innovative marketing campaigns, driving further business growth and success.
The Future of eSports Sponsorships
The Continued Growth of eSports
The continued growth of eSports has been a significant factor in the rise of sponsorships within the industry. As the popularity of eSports continues to increase, more companies are looking to invest in teams and events. This growth can be attributed to several factors, including the increasing mainstream acceptance of eSports, the expansion of new markets, and the evolution of the industry as a whole.
The Evolution of eSports as a Mainstream Sport
The evolution of eSports as a mainstream sport has played a significant role in the continued growth of sponsorships. As more people become aware of eSports and its potential for growth, more companies are beginning to take notice. This increased awareness has led to a greater demand for sponsorships, as companies look to capitalize on the growing popularity of eSports.
One of the primary reasons for the mainstream acceptance of eSports is the increasing recognition of it as a legitimate sport. As more professional leagues and tournaments emerge, eSports is gaining credibility as a sport that requires skill, strategy, and dedication. This recognition has helped to pave the way for more sponsorships, as companies look to associate themselves with a sport that is on the rise.
The Emergence of New Markets and Opportunities
The emergence of new markets and opportunities has also contributed to the continued growth of eSports sponsorships. As the industry expands into new territories, more companies are looking to invest in teams and events. This expansion has created new opportunities for sponsorships, as companies look to reach new audiences and tap into new markets.
In addition to the expansion of new markets, the rise of new technologies has also played a significant role in the growth of eSports sponsorships. As new platforms and technologies emerge, more companies are looking to invest in teams and events that leverage these technologies. This has created new opportunities for sponsorships, as companies look to align themselves with the latest trends and innovations in the industry.
Overall, the continued growth of eSports is a significant factor in the rise of sponsorships within the industry. As more people become aware of eSports and its potential for growth, more companies are beginning to take notice. This increased awareness has led to a greater demand for sponsorships, as companies look to capitalize on the growing popularity of eSports. The evolution of eSports as a mainstream sport and the emergence of new markets and opportunities have also contributed to this growth, creating new opportunities for companies to invest in teams and events.
The Evolving Nature of eSports Sponsorships
The world of eSports sponsorships is constantly evolving, and it is important to understand the trends that are shaping its future. Here are some of the key developments that are expected to influence the landscape of eSports sponsorships in the coming years:
The Integration of Emerging Technologies
As technology continues to advance, we can expect to see more innovative ways of integrating it into eSports sponsorships. For example, virtual and augmented reality technologies are already being used to enhance the fan experience, and we can expect to see more of this in the future. Additionally, the use of artificial intelligence and machine learning algorithms may also play a role in how teams and sponsors engage with fans and each other.
The Shift towards Experiential Marketing
Another trend that is expected to shape the future of eSports sponsorships is the shift towards experiential marketing. This approach focuses on creating immersive experiences for fans, rather than just displaying brand logos on team jerseys or in pre-game commercials. For example, sponsors may create virtual reality experiences that allow fans to feel like they are part of the game, or they may organize live events where fans can interact with players and other fans. This approach can help sponsors build deeper connections with fans and create more meaningful brand associations.
Furthermore, we can expect to see more partnerships between eSports teams and traditional sports teams, as well as between eSports teams and entertainment companies. These collaborations can help eSports teams tap into new audiences and bring in fresh revenue streams, while also providing new opportunities for sponsors to reach fans who may not be familiar with eSports.
Overall, the future of eSports sponsorships looks bright, with a range of new technologies and marketing strategies set to transform the landscape in the coming years.
The Challenges and Opportunities for Sponsors
As the eSports industry continues to grow and evolve, sponsors face both challenges and opportunities in their pursuit of successful partnerships. To navigate this landscape, sponsors must be prepared to embrace innovation and creativity while also recognizing the potential for long-term partnerships and loyalty.
The Need for Innovation and Creativity
In the fast-paced world of eSports, sponsors must be able to think outside the box and develop creative strategies that stand out from the competition. This means embracing new technologies, exploring unconventional partnerships, and leveraging the unique aspects of the eSports culture to create memorable and impactful campaigns.
For example, in 2019, Coca-Cola partnered with the eSports organization Fnatic to launch a limited-edition “Coca-Cola Zero Sugar” gaming can featuring a design inspired by the popular game “Fortnite.” This innovative collaboration not only tapped into the popularity of the game but also provided a unique and engaging experience for fans.
The Potential for Long-Term Partnerships and Loyalty
While short-term partnerships can provide immediate exposure and brand awareness, long-term partnerships offer the potential for deeper engagement and loyalty from fans. By committing to a team or organization for the long haul, sponsors can build strong relationships with fans and players, fostering a sense of community and belonging.
In fact, some of the most successful eSports partnerships have been built on this foundation of loyalty and commitment. For example, Red Bull has been a long-time supporter of the eSports scene, providing both financial support and resources to teams and players. This commitment has not only helped to build trust and loyalty among fans but has also helped to establish Red Bull as a leader in the industry.
As the eSports landscape continues to evolve, sponsors must be prepared to adapt and evolve as well. By embracing innovation and creativity while also recognizing the potential for long-term partnerships and loyalty, sponsors can position themselves for success in this exciting and rapidly growing industry.
FAQs
1. What are esports sponsorships?
Esports sponsorships refer to the financial support provided by companies to esports teams or events. This support can come in the form of funding, equipment, or advertising opportunities. Esports sponsorships are similar to traditional sports sponsorships, but are focused on the growing world of competitive video gaming.
2. Why do companies sponsor esports teams?
Companies sponsor esports teams for a variety of reasons. One reason is to gain exposure to a younger, tech-savvy audience. Esports have a large and growing fan base, particularly among millennials and Generation Z, making it an attractive marketing opportunity for companies looking to reach that demographic. Additionally, esports teams can help companies build brand awareness and loyalty, as fans often identify closely with their favorite teams and players.
3. Which companies sponsor esports teams?
Many well-known companies have jumped on the esports bandwagon in recent years. Some of the most prominent sponsors include Coca-Cola, Red Bull, and Intel. In addition, many gaming companies, such as Activision Blizzard and Riot Games, sponsor their own teams. However, the esports sponsorship landscape is constantly evolving, and new companies are entering the space all the time.
4. How do esports teams secure sponsorships?
Esports teams can secure sponsorships by demonstrating their success and potential for growth. Teams that have a strong track record of winning competitions and have a dedicated fan base are more likely to attract sponsorship deals. Additionally, teams that are able to demonstrate a clear path to future success, such as through a strong development program or a strategic partnership, are also more attractive to potential sponsors.
5. What are the benefits of sponsoring an esports team?
The benefits of sponsoring an esports team are similar to those of traditional sports sponsorships. Companies can gain exposure to a large and engaged audience, build brand awareness and loyalty, and associate their brand with the excitement and energy of competitive gaming. Additionally, esports teams offer a unique opportunity for companies to engage with a younger, tech-savvy audience, which can be a valuable marketing opportunity.