Esports sponsorships and partnerships have become increasingly popular as the industry continues to grow, with companies seeking to increase brand awareness among gamers. Such deals could include financial support for players and teams, brand endorsements or collaborations. Successful partnerships depend on several factors such as target audience, brand fit, the scope of the partnership or sponsorship, and exposure and coverage. Successful examples include Logitech and G2 Esports, Mercedes-Benz and ESL, and Mastercard and League of Legends. As the esports industry expands, companies seeking to expand their brand awareness should consider sponsoring or partnering with esports players and teams.

Analyzing Esports Sponsorship and Partnership Deals

Introduction

Esports has become more popular than ever before, with millions of viewers tuning in to watch their favorite players and teams compete online. As the industry grows, so do the opportunities for sponsorships and partnerships. In this article, we’ll be analyzing how esports sponsorship and partnership deals work, and what factors make them successful.

What are Esports Sponsorships and Partnerships?

Esports sponsorships and partnerships refer to when a company or brand sponsors a player, team, or event in the esports industry. This can involve providing financial support in exchange for exposure and potentially increasing brand awareness among the gaming community.

Partnerships, on the other hand, can involve collaborations between companies and esports players or teams. These collaborations can include brand endorsements, exclusive deals, and other marketing initiatives.

Factors Affecting Successful Sponsorships and Partnerships

Several factors can impact the success of esports sponsorships and partnerships. Here are some of the most significant ones to consider:

Target Audience

Esports sponsorships and partnerships work best when the target audience for the brand and the gaming community overlap. If a company does not have a strong presence in the esports industry or does not offer products or services that appeal to gamers, sponsoring an esport team or player may not be effective.

Brand Fit

For partnerships and sponsorships to be worthwhile, there must be a strong alignment between the brand and the player or team’s values and personality. A company that does not fit well with a player or team’s image may be perceived as inauthentic, and this can lead to negative backlashes and harm the brand’s reputation.

Scope of Partnership

The scope of the agreement will dictate how successful the partnership or sponsorship will be. For instance, if a brand provides limited support to a team or player, this may not have a big impact on the players’ performance or the team’s success. However, if a company provides comprehensive support across multiple events, this can build an authentic and long-lasting relationship with esports players and fans alike.

Exposure and Coverage

Esports is an industry that relies heavily on exposure, and sponsorship and partnership deals must offer high visibility to be successful. The scope of coverage should aim to maximize exposure to the target audience. Branding should be prominent during broadcasts or live streams of tournaments where players compete.

Examples of Successful Esports Sponsorships and Partnerships

Logitech and G2 Esports

Logitech is a well-known company that produces computer peripherals such as keyboards and mice. They have partnered with G2 Esports, one of the most successful esports teams in Europe. This partnership aligns well with Logitech’s target audience, as gamers and enthusiasts are likely to use and appreciate their products. The partnership allows G2 Esports players to have access to Logitech gaming gear, which can improve their performance in tournaments. In exchange, Logitech is prominently featured on G2 Esports uniforms, social media channels, and live streams.

Mercedes-Benz and ESL

Mercedes-Benz has been a sponsor of ESL (Electronic Sports League) since 2017. This partnership creates an authentic relationship between the automotive giant and the esports industry. Mercedes-Benz has exclusive automotive sponsorships of the ESL’s global tournaments, and their branding is featured in the tournament’s broadcasts, social media channels, and signage within the events.

Mastercard and League of Legends

Mastercard has been sponsoring the League of Legends World Championship events since 2018. The partnership includes exclusive experiences for Mastercard cardholders, and users have opportunities to meet legendary League of Legends players in person. This partnership aligns well with Mastercard’s goal of delivering priceless experiences to their customers while also increasing brand awareness among the gaming community.

Conclusion

With the esports industry continuing to grow and expand, companies looking to expand their brand awareness should consider sponsoring or partnering with esports players and teams. Of course, it’s important to make sure that the partnership or sponsorship aligns well with the brand’s values and target audience. By following the key success factors discussed in this article, companies can create mutually beneficial relationships with esports players and fans alike.