Esports

esports partnerships strategy

How 3 Big Brands Navigate Esports Partnerships Landscape

As brands look to solidify their standing with the next generation of consumers, they’re turning to esports with more aggressive partnership strategies. Among the brands leading the way in esports sponsorships are AT&T, Bud Light and Honda, all of which see the potential in an industry growing at a rapid clip with strong consumer engagement. According to Deloitte, 30% of U.S. consumers pay for a gaming subscription service and 41% play a video game at least weekly. For a brand […]

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Riot Games Sees More Deals Ahead Around League Of Legends

As League Of Legends heads into its World Championship season, developer Riot Games said that interest in corporate partnerships around the game is at an all-time high. Naz Aletaha, head of global partnerships at Riot Games, said that there has been an “influx of interest from world-class and globally recognized brands at both the global and regional level.” Last month, Riot Games expanded its relationship with Mastercard, signing a multi-year deal with the brand with it becoming the exclusive financial […]

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Overwatch League Signs Multi-Year Deal With Kellogg Around Cheez-It and Pringles

Kellogg is the latest company to partner with the Overwatch League, signing a multi-year deal with the esports property that will include co-marketing initiatives around its Cheez-It and Pringles products. The deal will begin alongside the 2019 Overwatch League Playoffs, which begin in earnest on September 5 and culminate with its Grand Finals on September 29 at the Wells Fargo Center in Philadelphia. As part of the deal, the Cheez-It Grooves and Pringles Wavy brands will be the presenting sponsor […]

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Dallas Morning News Expands To Esports, Expects Other Outlets Will Follow

With newspapers vying for relevance in today’s media landscape, The Dallas Morning News is expanding its Dallas sports coverage – but not the Cowboys. In an effort to diversify its esports reporting, the Dallas-based newspaper announced that it will be covering the Dallas Fuel, a founding member of Overwatch League, through the remainder of the 2019 season. It will use this season’s coverage to gauge interest in the team as it prepares to move to North Texas full-time in 2020. […]

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AT&T ESL Partnership

AT&T, ESL Show Plenty of ‘White Space’ In Esports Partnerships

Sports have long been one of the primary vehicles for brands to reach a large swath of key demographics, and now esports is entering the same realm.  As the category continues to grow massively, well-known brands like AT&T are expanding their partnerships in esports and exploring what is essentially a blank canvas for sponsors to play with, said Paul Brewer, senior vice president of brand partnerships with ESL North America. AT&T recently announced an expanded partnership with ESL North America […]

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Counter Logic Gaming Continuing Growth Under MSG With New Streaming Studio

When Madison Square Garden Co. acquired a controlling stake in Counter Logic Gaming in July 2017, the massive sports and entertainment company aimed to leverage its expertise in traditional stick and ball sports business into the world of esports. In these last two years, that has come to life in a variety of ways for the esports organization, ranging from new and more deeply integrated sponsorships to player health and wellness upgrades that put CLG athletes more in line with […]

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