What are Brands Used for in Esports?

Esports has emerged as a billion-dollar industry with millions of fans and players worldwide. With the rise of competitive gaming, brands have also jumped on board to capitalize on the popularity of esports. But what exactly are brands used for in esports? In this article, we will explore the various ways brands are involved in esports, from sponsorships to team ownership. We will also delve into the benefits of associating with esports for brands and how it has become an essential part of their marketing strategies. So, whether you’re a fan of esports or a brand looking to tap into this lucrative market, read on to find out how brands are used in esports and why they matter.

Importance of Brands in Esports

Building a Professional Image

Branding and Sponsorship

• Sponsorship Deals
  Sponsorship deals are a crucial aspect of branding in esports. Esports teams and organizations often partner with brands to promote their products or services. These sponsorship deals can range from providing financial support to the team or organization to providing equipment or other resources.
• In-Game Advertisements
  In-game advertisements are another way that brands can reach esports audiences. These advertisements can appear in the form of banners or billboards within the game itself, or they can be integrated into the gameplay in the form of product placements or other forms of branding.
• Merchandise Sales
  Merchandise sales are also an important part of branding in esports. Teams and organizations often sell merchandise such as jerseys, hats, and other apparel to fans. These sales can provide a source of revenue for the team or organization, as well as help to promote the brand to a wider audience.

Creating a Positive Image

In addition to these branding and sponsorship strategies, esports teams and organizations must also focus on creating a positive image for their brand. This includes presenting a professional and cohesive image to fans and the wider esports community. This can be achieved through a variety of means, such as:

• Creating a strong and consistent brand identity
• Building a positive reputation through positive interactions with fans and the community
• Demonstrating a commitment to fair play and sportsmanship
• Creating a sense of community and inclusivity within the team or organization

By focusing on these strategies, esports teams and organizations can build a strong and positive image for their brand, which can help to attract new fans and sponsors, and maintain the loyalty of existing ones.

Attracting and Retaining Fans

Brand Loyalty

Brand loyalty plays a significant role in attracting and retaining fans in esports. When fans become invested in a particular team or player, they are more likely to follow the action, attend events, and purchase merchandise. Brands can foster this loyalty by creating a strong emotional connection with their audience through compelling storytelling, relatable characters, and shared values.

Sponsorship Deals

Sponsorship deals between brands and esports teams or organizations can be mutually beneficial. Brands can gain exposure to a highly engaged and tech-savvy audience, while teams can secure funding to invest in infrastructure, training, and talent acquisition. Sponsorships can take many forms, from logos on team jerseys to naming rights for arenas, and can be tailored to align with each party’s objectives and values.

In-Game Advertisements

In-game advertisements, such as banner ads or product placements, can provide brands with a captive audience during live streams or gameplay. Esports audiences are known for their high levels of engagement and attentiveness, making them an attractive target for advertisers. In-game advertisements can range from subtle product placements to more intrusive banner ads, and can be used to promote a wide range of products and services.

Merchandise Sales

Merchandise sales can be a significant source of revenue for esports teams and organizations. By creating branded merchandise such as jerseys, hats, or collectibles, teams can tap into the enthusiasm of their fan base and generate income. Brands can also benefit from this revenue stream by partnering with teams to create co-branded merchandise or by sponsoring specific products.

Community Engagement

Esports teams and organizations can use community engagement as a way to attract and retain fans. By creating opportunities for fans to interact with their favorite teams and players, brands can foster a sense of belonging and loyalty. This can include events such as meet-and-greets, fan conventions, or online forums where fans can discuss strategy and share their passion for the game. By investing in community engagement, brands can build a strong and dedicated fan base that will continue to support them over time.

Esports Teams and Brands

Collaborations and Partnerships

Team and Brand Partnerships

• Co-Branded Merchandise:
  • Co-branded merchandise has become a popular way for teams and brands to collaborate in the esports industry.
  • Teams can offer their fans exclusive merchandise featuring both the team logo and the brand logo, creating a unique and desirable product.
  • This type of collaboration can also help to increase brand awareness and exposure for both the team and the brand.
• Joint Marketing Campaigns:
  • Joint marketing campaigns involve teams and brands working together to promote a product or service.
  • These campaigns can include social media promotions, in-game advertisements, and even live events.
  • By working together, teams and brands can reach a wider audience and create a more impactful marketing message.

Sponsorship Deals

• Sponsorship deals involve brands providing financial support to teams in exchange for exposure and promotion.
• These deals can include naming rights for team facilities, branded merchandise, and in-game advertisements.
• Sponsorship deals can provide significant financial support for teams, allowing them to invest in their operations and infrastructure.
• Brands can also benefit from these deals by gaining exposure to the team’s fan base and leveraging the team’s reputation to build their own brand.

Sponsorship Deals

Types of Sponsorship Deals

In the world of esports, sponsorship deals play a significant role in financing teams and events. These deals can be classified into three primary categories: in-game advertisements, team and player sponsorships, and event sponsorships.

In-game advertisements refer to the promotion of products or services within a game itself. This can be done through banner ads, product placements, or even entire levels dedicated to a specific brand. Companies pay teams or game developers to showcase their products to a large and engaged audience. This form of advertising can be particularly effective in reaching the gaming demographic, which is known for its loyalty to brands that support their interests.

Team and Player Sponsorships

Team and player sponsorships involve companies partnering with individual players or teams to promote their products or services. This can take the form of logo placements on team jerseys, player endorsements, or even exclusive merchandise collaborations. In return, teams and players receive financial support to help cover expenses related to training, travel, and equipment. Sponsorships can also help raise the profile of both the team and the player, increasing their visibility and reach.

Event Sponsorships

Event sponsorships are similar to team and player sponsorships but focus on funding specific tournaments or events rather than ongoing partnerships. Companies may pay to have their brand associated with a particular competition, such as a major championship or a charity event. In addition to financial support, event sponsorships can also include in-kind contributions, such as providing products or services for the event itself.

Benefits of Sponsorship Deals

Financial Gain

The primary benefit of sponsorship deals for esports teams and players is financial gain. Companies provide funding that can be used to cover operational costs, pay player salaries, and invest in infrastructure and equipment. This financial support is essential for the growth and sustainability of the esports industry, allowing teams and players to focus on their craft without worrying about financial stability.

Brand Exposure

Sponsorship deals also provide brands with significant exposure to the esports audience. By partnering with teams or events, companies can tap into the passion and loyalty of the gaming community, using their influence to promote products and services to a highly engaged and receptive audience. This can lead to increased brand awareness, customer acquisition, and ultimately, revenue growth.

Fan Engagement

Finally, sponsorship deals can enhance fan engagement within the esports ecosystem. By partnering with companies that share their interests and values, fans feel more connected to the teams and players they support. This can lead to increased loyalty, social media engagement, and merchandise sales, creating a mutually beneficial relationship between teams, players, and their sponsors.

In-Game Advertisements

Types of In-Game Advertisements

In-game advertisements are a common way for brands to reach their target audience in the world of esports. There are several types of in-game advertisements that can be used to promote products or services. These include:

Banner Ads

Banner ads are a type of advertisement that appears as a rectangular box on the screen. These ads are typically placed on the sides or top of the game screen and are designed to grab the attention of the player. Banner ads can be used to promote a wide range of products and services, including gaming accessories, energy drinks, and gaming-related software.

Video Ads

Video ads are another popular type of in-game advertisement. These ads appear as short videos that play before or during the game. Video ads are often used to promote new game releases or to promote products that are related to gaming, such as gaming consoles or gaming headsets.

Product Placement

Product placement is a type of in-game advertisement that involves placing a brand’s product within the game itself. This can be done by featuring the product in the game’s environment or by having characters use the product. Product placement can be an effective way to promote products to a highly engaged audience.

Sponsored Tournaments

Sponsored tournaments are a type of in-game advertisement that involves brands sponsoring esports tournaments. This can involve providing financial support for the tournament or providing products or services for the players to use. Sponsored tournaments can be an effective way for brands to reach a highly engaged audience and to build brand awareness.

Benefits of In-Game Advertisements

In-game advertisements can provide several benefits for brands looking to reach a highly engaged audience. These benefits include:

Increased Brand Exposure

In-game advertisements can provide increased brand exposure by placing a brand’s product or service in front of a highly engaged audience. This can help to increase brand awareness and to build brand loyalty among esports fans.

Targeted Advertising

In-game advertisements can provide targeted advertising by allowing brands to reach a highly engaged audience that is interested in gaming. This can help to ensure that the brand’s message is seen by the right audience and can increase the effectiveness of the advertising campaign.

Cost-Effective Advertising

In-game advertisements can be a cost-effective way for brands to reach a highly engaged audience. In-game advertisements can be less expensive than traditional advertising methods, such as television or print advertisements, and can provide a high return on investment.

Merchandise Sales

Types of Merchandise

• Team Jerseys: replicas of the team’s jersey worn by players during games, often bearing the team logo and player names.
• Player Merchandise: products featuring the image or name of a specific player, such as posters, t-shirts, or collectible figurines.
• Event Merchandise: exclusive items sold at esports events, including official merchandise, limited edition collectibles, and branded apparel.

Team Jerseys

• Designed to resemble the jerseys worn by professional esports players during matches.
• Made from high-quality materials, ensuring durability and a comfortable fit.
• Available in various sizes, from youth to adult, to cater to a wide range of fans.

Player Merchandise

• Created to showcase the personality and achievements of individual players.
• Features player signatures, jersey numbers, or iconic catchphrases.
• Provides fans with a tangible connection to their favorite players and teams.

Event Merchandise

• Limited edition items only available during specific esports events.
• Exclusive collaborations between teams, brands, and event organizers.
• Offered at merchandise booths or online stores, allowing fans to purchase items both in-person and remotely.

Benefits of Merchandise Sales

Revenue Generation

• Esports teams and organizations can generate significant revenue from merchandise sales.
• Profits from merchandise sales contribute to team operations, player salaries, and event sponsorships.
• Brands partnering with esports teams can benefit from the revenue generated by team-branded merchandise.

Brand Promotion

• Merchandise sales serve as an effective way to promote brands associated with esports teams and events.
• Exposure of team and event branding on merchandise increases brand awareness and reach.

• Collaborations with popular brands and influencers can boost merchandise sales and enhance brand reputation.

• Merchandise sales encourage fan engagement and foster a sense of community among esports fans.

• Collectible items and limited edition merchandise drive demand and encourage fans to attend events.
• Personalized merchandise, such as player-autographed items, creates unique experiences for fans and strengthens their connection to the team or player.

Esports Streaming Platforms and Brands

Impact of Streaming Platforms on Brands

Brand Visibility

• Sponsored Emotes: Many streaming platforms allow brands to purchase custom emotes, which can be used by popular streamers to engage with their audience. This allows brands to gain visibility through the popular streamers they sponsor, increasing their reach and visibility to a larger audience.
• In-Stream Advertisements: Streaming platforms often allow brands to purchase advertising space during live streams. This allows brands to reach a large audience in real-time, as viewers are actively engaged in watching the stream.
• Branded Overlays: Many streaming platforms also allow brands to purchase branded overlays, which are graphical overlays that are displayed on the streamer’s channel page. This allows brands to gain visibility through the streamer’s channel page, increasing their reach and visibility to a larger audience.

Audience Engagement

• Interactive Advertisements: Some streaming platforms allow brands to create interactive advertisements, which can be embedded within the stream. This allows brands to engage with the audience in real-time, increasing their engagement and visibility to a larger audience.
• Branded Content: Some streaming platforms also allow brands to create branded content, which can be embedded within the stream. This allows brands to engage with the audience in real-time, increasing their engagement and visibility to a larger audience.
• Community Engagement: Some streaming platforms also allow brands to engage with the audience through community engagement, such as through Q&A sessions or live polls. This allows brands to engage with the audience in real-time, increasing their engagement and visibility to a larger audience.

Sponsored Emotes

Sponsored emotes are a prominent feature in esports that enable brands to promote their products and services through customized emoticon designs. These emotes are incorporated into the game’s user interface and can be used by players to express themselves during live streams or in-game chat. Sponsored emotes are typically offered as a part of partnerships between gaming platforms and brands, providing an innovative way for companies to reach their target audience in the esports industry.

Types of Sponsored Emotes

Custom emotes: These are emotes designed by the brand itself or in collaboration with the game developer. Custom emotes allow brands to showcase their creativity and personality, making them more appealing to fans. They can range from brand-specific logos and slogans to characters or objects associated with the brand.

Limited-time emotes: These are special emotes that are only available for a specific period, usually tied to events or promotions. Limited-time emotes create a sense of urgency and exclusivity, encouraging players to use them while they are available. This type of emote can also be used to commemorate significant milestones or anniversaries.

Branded emotes: These are pre-existing emotes within the game that have been officially branded or endorsed by the partnering brand. Branded emotes are typically popular emotes within the game’s community, and the brand’s association with them can enhance their appeal and recognition.

Benefits of Sponsored Emotes

Sponsored emotes provide a unique opportunity for brands to gain significant exposure within the esports community. As players use these emotes during live streams or in-game chat, they are effectively promoting the brand to their audience. This exposure can lead to increased awareness, recognition, and consideration among potential customers.

Sponsored emotes foster a sense of engagement and participation among fans. By using these emotes, fans can show their support for their favorite teams, players, or brands, creating a shared experience within the community. This engagement can lead to stronger brand loyalty and affinity, as well as increased fan retention and acquisition.

Sponsored emotes can contribute to revenue generation for both the gaming platform and the partnering brand. These emotes are often sold as part of a bundle or as a separate purchase within the game’s in-game store. The revenue generated from sponsored emote sales can be shared between the platform and the brand, providing a new source of income for both parties. Additionally, the success of sponsored emotes can lead to increased partnership opportunities and revenue streams for both the platform and the brand.

In-Stream Advertisements

In-stream advertisements are a type of advertising that appears within the content of an esports stream. These advertisements are typically short, and can range from pre-roll ads that play before the stream begins, to mid-roll ads that play during the stream, and post-roll ads that play after the stream ends.

Types of In-Stream Advertisements

Pre-Roll Ads

Pre-roll ads are typically 15-30 seconds long and play before the esports stream begins. These ads are designed to capture the viewer’s attention before they start watching the stream.

Mid-Roll Ads

Mid-roll ads are typically 30 seconds to 1 minute long and play during the esports stream. These ads are designed to interrupt the flow of the stream and capture the viewer’s attention while they are watching the content.

Post-Roll Ads

Post-roll ads are typically 15-30 seconds long and play after the esports stream ends. These ads are designed to keep the viewer engaged with the content even after the stream has ended.

Branded Integrations

Branded integrations are a type of in-stream advertisement where a brand is integrated into the content of the esports stream. This can include product placements, sponsored segments, and other types of branded content.

Benefits of In-Stream Advertisements

In-stream advertisements provide brands with increased exposure to the esports audience. By appearing within the content of the stream, brands can reach a highly engaged and passionate audience.

In-stream advertisements can be targeted to specific demographics, locations, and interests. This allows brands to reach their desired audience and maximize the effectiveness of their advertising campaigns.

In-stream advertisements can be a cost-effective way for brands to reach the esports audience. Compared to traditional advertising methods, in-stream advertisements can be more affordable and provide a higher return on investment.

Branded Overlays

Types of Branded Overlays

Branded overlays are visual elements that are overlaid on top of the video content during live streaming of esports events. These overlays are designed to create brand awareness and increase audience engagement. There are three types of branded overlays: sponsored chat emojis, branded panels, and branded emotes.

Sponsored Chat Emojis

Sponsored chat emojis are emojis that are associated with a particular brand. These emojis are often used by fans to express their support for their favorite teams or players. Brands can collaborate with streaming platforms to have their emojis displayed during live streams. This allows brands to reach a wider audience and create a positive association with their brand.

Branded Panels

Branded panels are graphical overlays that are displayed on the screen during live streaming. These panels are often used to display information about the game, such as scores or timers. Brands can collaborate with streaming platforms to have their panels displayed during live streams. This allows brands to increase their visibility and create a positive association with their brand.

Branded Emotes

Branded emotes are emoticons that are associated with a particular brand. These emoticons are often used by fans to express their emotions during live streaming. Brands can collaborate with streaming platforms to have their emotes displayed during live streams. This allows brands to increase their visibility and create a positive association with their brand.

Benefits of Branded Overlays

Branded overlays offer several benefits for brands. Firstly, they allow brands to increase their visibility and create a positive association with their brand. Secondly, they help brands to reach a wider audience and engage with their target audience. Finally, they offer a cost-effective way for brands to promote their products or services.

Overall, branded overlays are an effective way for brands to increase their visibility and engage with their target audience during esports events.

Interactive Advertisements

Interactive advertisements are a key component of brand promotion in esports. These advertisements are designed to increase engagement with fans and promote the brand in a more interactive and memorable way. There are several types of interactive advertisements that are commonly used in esports, including polls, quizzes, trivia games, and AR filters.

Types of Interactive Advertisements

Polls

Polls are a popular form of interactive advertisement in esports. They allow brands to engage with fans by asking them questions about their favorite teams, players, or tournaments. Polls can be used to gather data about fan preferences, which can help brands tailor their marketing strategies to better target their audience.

Quizzes

Quizzes are another popular form of interactive advertisement in esports. They allow brands to test fans’ knowledge of the sport and engage with them in a fun and interactive way. Quizzes can be used to promote new products or services, or to generate buzz around a particular event or tournament.

Trivia Games

Trivia games are a type of interactive advertisement that challenges fans’ knowledge of esports history and trivia. They can be used to promote new products or services, or to generate buzz around a particular event or tournament. Trivia games can also be used to increase engagement with fans and encourage them to learn more about the sport.

AR Filters

AR filters are a type of interactive advertisement that allows fans to engage with brands in a more interactive and immersive way. They use augmented reality technology to overlay virtual objects or characters onto real-world images or videos. AR filters can be used to promote new products or services, or to generate buzz around a particular event or tournament.

Benefits of Interactive Advertisements

Increased Engagement

Interactive advertisements are designed to increase engagement with fans. By engaging with fans in a more interactive and memorable way, brands can build stronger relationships with their audience and increase their loyalty.

Interactive advertisements are an effective way for brands to promote themselves in esports. By using polls, quizzes, trivia games, and AR filters, brands can engage with fans in a more interactive and memorable way, which can help to increase brand awareness and loyalty.

Interactive advertisements are designed to increase fan engagement in esports. By engaging with fans in a more interactive and memorable way, brands can build stronger relationships with their audience and increase their loyalty. This can help to create a more vibrant and engaged community around the sport, which can help to drive its growth and popularity.

Branded Content

Types of Branded Content

• Sponsored Posts: These are paid promotions where brands pay for their products or services to be featured in a post on a social media platform or a blog. The post can take the form of a review, a testimonial, or a product demonstration.
• Co-Branded Content: This type of content involves a collaboration between two or more brands to create a shared promotion. The brands can work together to create a video, a blog post, or a social media campaign that showcases their products or services.
• Influencer Marketing: Influencer marketing involves partnering with an influencer who has a large following on social media to promote a brand’s products or services. The influencer can create content that features the brand’s products or services, or they can promote the brand through their social media channels.

Benefits of Branded Content

• Brand Promotion: Branded content can help promote a brand by increasing its visibility and reach. When a brand is featured in a sponsored post, co-branded content, or influencer marketing campaign, it can generate awareness and interest in the brand among the target audience.
• Audience Engagement: Branded content can help engage the audience by providing them with valuable and relevant content. By creating content that is interesting and informative, brands can build a relationship with their audience and establish themselves as a thought leader in their industry.
• Fan Engagement: Branded content can also help engage fans by providing them with exclusive access to behind-the-scenes content, special promotions, and other perks. By offering fans unique experiences and opportunities, brands can build a loyal following and foster a sense of community among their fans.

Community Engagement

Types of Community Engagement

• Social Media Interactions:
  • Brands can use social media platforms like Twitter, Facebook, and Instagram to interact with their audience. They can share updates about their team, upcoming events, and even ask for feedback from their fans. This helps in building a community around the brand and fostering a sense of belonging among the fans.
• Fan Contests and Giveaways:
  • Brands can organize contests and giveaways to engage with their fans. For example, they can ask fans to submit their best fan art or cosplay and reward the winners with prizes like merchandise or even a chance to meet the team. This not only boosts fan engagement but also helps in promoting the brand.
• Fan Art and Creations:
  • Fan art and creations are a great way for brands to showcase their fans’ love for the team or game. Brands can share fan-made content on their social media platforms or even feature it on their website. This helps in building a positive image of the brand and creating a loyal fan base.

Benefits of Community Engagement

• Brand Promotion:
  • Community engagement helps in promoting the brand by creating a buzz around it. When fans feel like they are a part of the brand, they are more likely to promote it through word-of-mouth marketing.
• Audience Engagement:
  • Community engagement helps in keeping the audience engaged with the brand. By regularly sharing updates and interacting with the fans, brands can ensure that their audience stays interested in their team or game.
• Fan Engagement:
  • Fan engagement is essential for the success of any brand in the esports industry. When fans feel engaged with the brand, they are more likely to support it and even become ambassadors for it.

Esports Tournaments and Brands

Esports tournaments are events where professional gamers compete against each other in front of a live audience or online viewers. These tournaments are an essential aspect of the esports industry, and they provide a platform for brands to showcase their products and services to a large and engaged audience.

In esports tournaments, brands can:

• Sponsor the event: Brands can sponsor the tournament by providing financial support or other resources such as equipment or services. In return, they can receive branding opportunities, such as having their logo displayed on the event’s website, merchandise, or broadcasts.
• Provide prize money: Brands can offer prize money to the tournament’s winners, which can attract top professional gamers to participate and increase the event’s prestige.
• Offer in-game advertising: Some esports tournaments allow brands to display their ads in the game itself, which can be an effective way to reach the target audience.
• Provide gaming equipment: Brands can provide gaming equipment such as gaming computers, monitors, or controllers to the tournament’s organizers or the players themselves.
• Offer broadcasting rights: Brands can acquire the rights to broadcast the tournament, which can provide them with significant exposure to the event’s audience.

Esports tournaments are a critical part of the esports ecosystem, and they offer brands a unique opportunity to engage with the esports audience and promote their products and services.

Impact of Tournaments on Brands

Increased Brand Exposure

Tournaments play a significant role in increasing brand exposure for companies looking to tap into the esports market. One of the primary ways brands achieve this is through tournament sponsorships. Companies can partner with tournament organizers to have their logo displayed prominently on event banners, website, and other promotional materials.

Tournament Sponsorships

Tournament sponsorships provide brands with a unique opportunity to reach a highly engaged and passionate audience. By associating themselves with a popular tournament, brands can tap into the excitement and energy of the event, and leverage the credibility of the tournament to build their own brand image.

Another way brands can increase their exposure is by sponsoring individual teams or players. This allows them to align themselves with popular and successful teams or players, and leverage their followings to promote their own brand. Sponsorships can take the form of financial support, equipment sponsorships, or even endorsement deals.

Event sponsorships involve partnering with a specific event, such as a tournament or conference, to gain exposure to its attendees and participants. This can include having a branded booth or presence at the event, or providing financial support in exchange for branding opportunities.

Tournaments also provide an opportunity for brands to sell merchandise, such as t-shirts, hats, or other branded merchandise. By associating their brand with the tournament, companies can tap into the excitement and energy of the event, and sell merchandise to attendees and fans.

Finally, brands can also increase their exposure through in-game advertisements. This involves placing ads within the game itself, such as banner ads or sponsored in-game items. This allows brands to reach a highly engaged and captive audience, and promote their products or services to a highly targeted demographic.

Tournaments also provide brands with an opportunity to engage with their target audience in a more meaningful way. By sponsoring or participating in a tournament, brands can connect with fans and build a more personal relationship with their target audience.

Live Streaming

Live streaming of tournaments provides brands with a unique opportunity to reach a global audience. By sponsoring a tournament or team, brands can ensure that their logo and branding are prominently displayed during the live stream, reaching a large and engaged audience.

Interactive Advertisements

Tournaments also provide brands with the opportunity to engage with their audience through interactive advertisements. This can include in-game ads, branded polls or quizzes, or other interactive experiences that encourage audience participation and engagement.

Finally, tournaments provide brands with an opportunity to engage with fans and build a more personal relationship with their target audience. By sponsoring a tournament or team, brands can connect with fans and build a more meaningful relationship, leading to increased brand loyalty and customer engagement.

Tournament Sponsorships

Tournament sponsorships refer to the financial and promotional support provided by brands to esports tournaments. These sponsorships allow brands to associate themselves with the tournaments, and in turn, gain exposure to the esports audience.

Types of Tournament Sponsorships

Official Sponsorships

Official sponsorships are the most common type of tournament sponsorship. In this arrangement, a brand partners with the tournament organizer to become an official sponsor of the event. The brand’s logo is prominently displayed on the tournament’s website, social media channels, and event signage. Additionally, the brand may have the opportunity to activate on-site experiences for attendees, such as interactive activations or branded merchandise.

Partner Sponsorships

Partner sponsorships involve a brand partnering with the tournament organizer to provide support for the event. This type of sponsorship is typically less expensive than an official sponsorship and may involve the brand providing specific services or products to the tournament. For example, a beverage brand may provide drinks for the tournament’s attendees or a tech brand may provide the necessary equipment for the event’s livestream.

Prize Sponsorships

Prize sponsorships involve a brand providing prizes for the tournament’s winners. These prizes may include cash, products, or experiences. This type of sponsorship allows the brand to be associated with the tournament’s winners and can increase the perceived value of the tournament.

Benefits of Tournament Sponsorships

Tournament sponsorships provide brands with the opportunity to increase their exposure to the esports audience. With millions of viewers tuning in to watch esports tournaments, brands can reach a large and engaged audience by sponsoring these events.

Tournament sponsorships allow brands to target their advertising to the esports audience. By sponsoring a tournament, brands can ensure that their messaging is seen by individuals who are interested in esports.

Tournament sponsorships can increase fan engagement for both the tournament and the sponsoring brand. Fans of the tournament may develop a positive association with the sponsoring brand, leading to increased loyalty and engagement. Additionally, the sponsoring brand may activate on-site experiences or activations that increase fan engagement and generate positive associations with the brand.

Team and Player Sponsorships

Types of Team and Player Sponsorships

Team and player sponsorships in esports come in various forms, including:

Kit Sponsorships

Kit sponsorships involve branding the team’s uniforms or equipment with the sponsor’s logo or branding. This type of sponsorship provides high visibility for the brand during matches and broadcasts.

Training Kit Sponsorships

Training kit sponsorships involve branding the team’s training gear, such as training jerseys or athletic wear. This type of sponsorship can help the brand reach a dedicated fan base and increase brand awareness.

Individual Player Sponsorships

Individual player sponsorships involve a brand partnering with a specific player or streamer. This type of sponsorship can provide the brand with access to the player’s social media following and help build a relationship with the player’s fans.

Collective Team Sponsorships

Collective team sponsorships involve a brand partnering with an entire team or organization. This type of sponsorship can provide the brand with exposure to a larger audience and increase brand recognition within the esports community.

Benefits of Team and Player Sponsorships

Team and player sponsorships provide several benefits for brands, including:

Team and player sponsorships can increase brand exposure by providing visibility during matches, broadcasts, and social media promotions. This can help build brand recognition and increase awareness among the esports community.

Team and player sponsorships can provide targeted advertising opportunities, allowing brands to reach specific audiences based on their interests and demographics. This can help brands create more effective advertising campaigns and improve their return on investment.

Team and player sponsorships can also help brands engage with fans and build a stronger relationship with the esports community. This can lead to increased brand loyalty and customer retention over time.

Event Sponsorships

Types of Event Sponsorships

Event sponsorships in esports can be broadly categorized into three types:

1. Tournament Sponsorships: These are sponsorships of esports tournaments, either in-person or online. Brands partner with tournament organizers to gain exposure to the tournament’s audience, which can be substantial, given the popularity of esports.
2. Live Event Sponsorships: These are sponsorships of live esports events, such as launch events, gaming conventions, and fan meet-and-greets. Live event sponsorships provide brands with an opportunity to interact with fans in person and create a more personal connection with the audience.
3. Virtual Event Sponsorships: These are sponsorships of virtual esports events, such as online tournaments, streams, and webinars. Virtual event sponsorships are cost-effective and allow brands to reach a global audience without the need for physical presence.

Benefits of Event Sponsorships

Event sponsorships in esports offer several benefits to brands, including:

1. Increased Brand Exposure: Esports events attract large audiences, providing brands with a platform to showcase their products and services to a highly engaged audience.
2. Targeted Advertising: Esports events attract a specific demographic, such as young adults and gamers, making it easier for brands to target their advertising efforts to a relevant audience.
3. Fan Engagement: Esports events foster a sense of community and engagement among fans, providing brands with an opportunity to connect with their target audience on a deeper level.

Merchandise sales play a significant role in the revenue generation of esports brands. This section will delve into the different types of merchandise sales and their importance in the esports industry.

Types of Merchandise Sales

Online Merchandise Sales

Online merchandise sales refer to the sale of branded merchandise through online platforms such as e-commerce websites, social media platforms, and gaming marketplaces. Esports brands leverage these platforms to sell merchandise to their global audience, reaching fans beyond the physical boundaries of their events. Online merchandise sales offer several benefits to esports brands, including:

• Accessibility: Online platforms allow fans to purchase merchandise from anywhere in the world, expanding the reach of esports brands.
• Convenience: Fans can easily browse and purchase merchandise from the comfort of their homes, without the need to visit physical stores.
• Personalization: Esports brands can offer personalized merchandise to fans, such as signed memorabilia or customized jerseys, which can increase the perceived value of the merchandise.

In-Person Merchandise Sales

In-person merchandise sales refer to the sale of branded merchandise at physical events, such as tournaments, conventions, and fan festivals. Esports brands set up merchandise booths at these events to sell branded merchandise to fans who attend the events in person. In-person merchandise sales offer several benefits to esports brands, including:

• Face-to-face interaction: Esports brands can engage with fans in person, creating a stronger connection between the brand and its audience.
• Immediate feedback: Brands can gather feedback from fans on their merchandise, which can help inform future product development.
• Impulse buying: Fans who attend events in person may be more likely to make impulse purchases, leading to higher sales.

Limited-Edition Merch

Limited-edition merchandise refers to exclusive branded merchandise that is available for a limited time or in limited quantities. Esports brands often release limited-edition merchandise to create a sense of urgency and exclusivity among fans. Limited-edition merchandise sales offer several benefits to esports brands, including:

• Increased demand: Fans are often willing to pay a premium for limited-edition merchandise, which can increase the perceived value of the brand.
• Exclusivity: Limited-edition merchandise creates a sense of exclusivity among fans, making them feel like they are part of a select group of supporters.
• Marketing tool: Limited-edition merchandise can be used as a marketing tool to generate buzz and excitement around the brand, leading to increased awareness and engagement.

FAQs

1. What are brands used for in esports?

Brands play a significant role in esports by sponsoring teams, players, and events. These sponsorships provide financial support for teams and players, enabling them to compete at a higher level and attract talent. Brands also use esports as a marketing platform to reach a younger and more tech-savvy audience. Additionally, some brands are developing their own gaming products and services, such as virtual currency and in-game items, to capitalize on the growing popularity of esports.

2. How do brands benefit from sponsoring esports teams and players?

Sponsoring esports teams and players provides brands with exposure to a large and engaged audience. Esports fans are highly invested in the teams and players they support, and they often wear team merchandise and display team logos on their social media profiles. This creates a powerful marketing opportunity for brands, as they can associate themselves with the popularity and success of the teams and players they sponsor. Additionally, sponsorships can help brands build a positive reputation among esports fans, who may become loyal customers in the future.

3. What types of brands sponsor esports teams and players?

A wide range of brands sponsor esports teams and players, including technology companies, gaming companies, energy drinks, and financial services. These brands see the value in reaching a younger and more tech-savvy audience, and they are often looking to build brand awareness and loyalty among this demographic. Additionally, some brands are specifically focused on gaming and esports, and they see sponsorships as a way to showcase their products and services to a highly engaged audience.

4. How do esports teams and players benefit from sponsorships?

Esports teams and players benefit from sponsorships in several ways. First, sponsorships provide financial support that enables teams and players to compete at a higher level and attract talent. Second, sponsorships can help teams and players build a strong brand and reputation, which can lead to more opportunities in the future. Finally, sponsorships can provide access to resources and expertise that can help teams and players improve their performance and achieve their goals.

5. Are there any restrictions on the types of brands that can sponsor esports teams and players?

There are no specific restrictions on the types of brands that can sponsor esports teams and players. However, some sponsorships may be subject to regulations and guidelines, particularly if they involve the promotion of alcohol, tobacco, or other controversial products. Additionally, some leagues and tournaments may have their own rules and guidelines for sponsorships, which teams and players must follow in order to participate.

The Gaming Industry | Start Here