The growing interest of fans in e-sports has definitely attracted brands to sponsor esports teams. Companies specializing in software and computer components such as Intel were pioneers in sponsoring this sector. They are what are known as endemic brands.
However, this has changed over the years. In 2017, numerous sponsorships for esports competitions began to be signed by global brands. Among them, The Kraft Group and Mercedes-Benz.
Esports puts brands in front of an audience that is, in some ways, very difficult to reach. This is due, among other things, to the fact that the audience, made up mainly of millennials , is very used to using tools to avoid traditional advertising. It can be said that they avoid it in part because they find it too intrusive.
But this generation isn’t opposed to brands or the idea of consumption. Quite the opposite. In general, they appreciate brands that carefully integrate sponsorships with the activities they enjoy – in this case, esports.
These are users who want to see how brands are actively helping to improve or benefit the industry in some way. All of this means that it is no longer enough to just print a logo on a t-shirt or computer and wait for results.
Reasons to sponsor esports teams
How to sponsor eSports teams
According to Esports Courtside: Playmakers of 2017 , a russia number screening report published by digital research firm Superdata, the esports market is worth $1.5 billion worldwide and is watched by millions of viewers.
Yes, esports still have to make their way onto mainstream television, but that possibility is in its infancy. Although it will likely come sooner rather than later, too.
Added to this is the fact that viewers who feed off esports content are also less likely to consume traditional media . They grew up watching YouTube and with access to on-demand content.
For this audience, going to Twitch to watch a game is the norm. And that's why brands need to adapt to reach this group, and not the other way around.
That's why esports revenues are starting to increase with the contribution of many brands. Investors now account for 50 percent of the $1.5 billion global esports market. Advertisers are close behind with 35 percent. The remainder is made up of prize pools (6 percent), merchandise and ticket sales (5 percent), and betting and fan tournaments (5 percent).
Furthermore, Superdata predicts that this market will grow by 12 percent each year, reaching $2.3 billion by 2022. So it's not surprising that brands that never thought of investing in esports are now doing so.
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