New Frontiers in Branding: eSports and Traditional Brand Partnerships

April 15, 2024

Followed by millions of fans worldwide, the eSports industry is rapidly growing and becoming a valuable marketing opportunity for brands looking to expand their audience and conquer new demographic segments.

This synergy has proven to be a winning strategy for both parties.

On one hand, companies gain access to a young and technologically savvy audience, increasing brand awareness.

On the other, eSports organizations receive financial support and visibility from established partners, fostering industry development.

eSports: A Global Phenomenon

eSports have undergone a transformation from a niche to a global cultural phenomenon.

Indeed, their market value is estimated to increase from $2.06 billion in 2024 to $9.29 billion by 2032.

In fact, with a global audience of over 500 million viewers, they represent an ideal investment field to reach increasingly digitized consumers.

A Bridge Between Two Worlds

The key to success lies in identifying a collaboration that is authentic and adds value to both partners.

Therefore, it is crucial for companies and eSports organizations to work closely together to develop a joint strategy, aligned with their respective goals.

Partnership models vary and include, for example:

• Sponsoring teams or events to associate one’s name with a young and passionate audience.
• Creating co-branded content to attract new customers and retain existing ones.
• Developing limited edition products related to the eSports world to build a sense of exclusivity and increase corporate value.
• Organizing tournaments and competitions to engage and generate engagement.

Successful Examples

Nike and League of Legends

The American brand has provided personalized equipment to athletes of the League of Legends Pro League in China and launched apparel collections inspired by eSports, combining the most modern and dynamic aspect with tradition.

Red Bull and Dota 2

Red Bull, on the other hand, chose to tie itself to the Dota 2 team, sponsoring it and emphasizing an emotional narrative, linking corporate values to the intensity of the eSports competitive experience.

BMW and Cloud9

Finally, BMW collaborated with the Cloud9 team, integrating the message “The Ultimate Driving Machine” into the eSports universe, combining technological innovation and high-level performance.

eSports Benefits for Companies

• Expanding the demographic target · Brands can reach a young and digital audience, difficult to intercept through traditional marketing channels.
• Lead generation · Collaborations allow promoting products and services and generating leads, sales, and engagement.
• Increasing brand awareness · The visibility of eSports also allows companies to increase their notoriety and brand recognition.
• Measuring effectiveness · The digital environment facilitates the collection of data on engagement and consumer behavior, allowing strategies to be optimized in real time.

A New Territory in Sports Marketing

Thus, the convergence between eSports and traditional brands represents a new frontier in sports marketing that should not be underestimated.

As a matter of fact, it is a growing phenomenon that will continue to develop in the coming years.

With strategic planning and effective collaboration, these partnerships can lead to tremendous success for all parties involved.

If you’d like a free consultation to discover what kind of sponsorship might suit you, contact us. We’re waiting for you!