Top 5 Esports Sponsorships: How Major Brands Lead the Game
Gaming is the fastest-growing type of entertainment globally. Similar to many sports events, 90% of the revenue in eSports comes from sponsorships that pay for ads on players' jerseys, just like in traditional sports.
Sponsorships in cybersports help companies to become well-known globally. In today’s digital world, eSports teams connect sponsors with target audiences that are usually hard to reach with regular marketing methods. Millennials often watch less TV and listen to the radio less than older groups, which makes gaming marketing more important.
Now, let’s look at the biggest brands in eSports that promote themselves and elevate the eSports industry.
Top 1: Intel
Intel has been involved in eSports for a long time, since before Twitch, and even before it was a spectator sport. The nature of cybersports completely aligns with the brand's essence: eSports runs on personal computers and Intel-based servers. The audience is generally watching broadcasts on Intel-based PCs and when users want to enjoy the games they're also playing on Intel-based PCs. All the products that Intel sells are relevant to gamers or OEMs that build PCs for gaming. So it all runs on Intel, with both gamers and viewers relying on Intel-based products for a quality gaming and viewing experience.
This year, Intel took a bold step to impress its clients by introducing its first line of graphic video cards - Intel Arc. Designed for both professional gamers and content creators, these video cards show Intel's commitment to advancing tech in eSports.
Intel started pushing eSports with the first Intel Extreme Masters gaming tournament in 2007 at CEBIT. Intel Extreme Masters is the longest-running international gaming series in eSports. Worldwide viewership of eSports competitions has helped push popularity into the mainstream, to the point that Intel has even tried to get eSports officially recognized by the International Olympic Committee (by bringing season 12 of the Intel Extreme Masters To Pyeongchang during the 2018 Winter Olympics). This event was truly a revolutionary moment that brought eSports closer to gaining legitimacy on the international stage.
Intel has broadly invested in eSports because it's the best way to engage with a massive global audience and increase loyalty to the brand. Fans recognize the value of its products, see the branded items, and witness players regularly relying on Intel’s technology. This strengthens the brand's connection with its audience.
Top 2: Red Bull
Another big brand dominating the cybersport sponsorships chart is Red Bull. Red Bull is associated with extreme sports and has successfully expanded its presence rapidly into both traditional sports and eSports, using the same strategy.
By signing David Walsh in 2006, Red Bull extended its athlete portfolio to professional video game players. This was an unprecedented moment in the eSports industry that profoundly influenced its future. Pro gamers are now fully integrated into Red Bull's athlete program and benefit from best practices and insights that Red Bull collected in other sports. For example, the pro gamers train alongside professional athletes at the Red Bull Athlete Performance Center near Salzburg.
Red Bull's in-house teams can compete at Red Bull's gaming events like the Red Bull SoloQ and Red Bull Wololo. With eSports events, the company stays true to its approach from other sports and creates extreme events that tend to be different. For example, Red Bull Kumite, a street fighter tournament in a steel cage. Or Red Bull Player One and Red Bull Guardians, both creating new modes for League of Legends and Dota 2 respectively. Sponsorships give the brand a lot of authenticity and branded content that is vital for successful sports marketing in any sport.
One of the reasons Red Bull has had so much success in eSports is that they came into the scene before it was massive and they've stayed. The brand is invested in gaming in the same way as in sports. A good example of how Red Bull pushes eSports is when they bring together stars from other sports to meet with their pro gamers like Pessoa playing FIFA 20 against Trent Alexander-Arnold.
Top 3: Mastercard
Mastercard sponsorships have made a significant impact on the eSports industry. The brand spread a multi-million love on Riot Games, the League of Legends World Championship, the Mid-Season Invitational, and All-Star Events. Mastercard constantly increases audience engagement by making exclusive offers that not only boost loyalty but also provide educational opportunities:
- Exclusive access to eSports tournaments: With Mastercard, League of Legends fans get a unique opportunity to purchase tickets for the World Championship ahead of the official release and take part in various events, activities, and tournaments, including also special fan events and meet-ups with gamers.
- Fun competitions during tournaments: Mastercard creates contests and promos where fans have multiple chances to win branded items or unique in-game experiences. A bright example is “Priceless Experience”, where fans could win personal meet-ups with professional players or their coaches, autographed merch, VIP seating at the finals, and even exclusive behind-the-scenes tournament tours.
Mastercard Gamer Academy: This year, they cooperated with G2 eSports and launched the Mastercard Gamer Academy project to educate beginners who aim to become professional cybersport players. Newbies will get all the necessary support and practice under the supervision of industry professionals.
In this way, Mastercard has become more than just a sponsor. It became the fans’ best friend who believes in their success and empowers them to follow your dreams.
Top 4: Monster Energy
Monster Energy cooperates with major cybersport teams like Team Liquid, FaZe Clan, G2 Esports, and Evil Geniuses. All these teams are popular and successful and participate in tournaments like Call of Duty, Fortnite, Counter-Strike, League of Legends, Rainbow Six Siege, Dota 2. The teams advertise Monster Energy during their tournaments and events. Monster regularly organizes exclusive collaborations with popular eSports tournaments like League of Legends and Dota 2 where they get actively involved in developing special promos to engage viewers.
The brand also invests in special ad integrations with popular eSports influencers who drink the product during their streams on Twitch or YouTube and eventually share branded content on their social media. Such gaming partnerships shape a strong association for Monster Energy with success, energy, passion for gaming, and winnings in cybersports.
Top 5: Coca-cola
Coca-Cola sponsored remarkable international eSports tournaments, like Overwatch League, where the brand advertised its beverages through special promos. The brand approached the task of engaging young audiences creatively by adding unique promo codes on the bottles. This way, gamers were excited to win prizes and exclusive bonuses for their favorite games, like Overwatch.
Coca-Cola sponsors the FIFA eWorld Cup and League of Legends World Championship and always creates outstanding marketing campaigns that include branded activities allowing one to win some merchandise. Such exciting campaigns encourage the audience to participate and establish a special connection with adventure-seeking youth.
How Sponsorships Shape the Future of Esports
The top five biggest sponsors of global eSports events prove that the gaming industry is not only a massive chance to promote your brand but also win over an audience who typically isn’t accessible - the youth who will grow up seeing your brand at their favorite cybersport tournaments, use your brand and this way you’ll land a whole generation of fans. Advertisers won’t find streamers using Facebook or Instagram as much as they use YouTube or Twitch. Think about it.
With television and other traditional media consumption at all-time lows, gaming has been steadily growing and reaching more and more consumers. There aren't just more people playing games, but tons of people consuming the digital content surrounding it on platforms like YouTube and Twitch. The gaming audience has surpassed 600 million viewers and continues to grow. Guess what it means? Exactly, new partnership opportunities! Entyx will always be your solid partner pushing forward your eSports sponsorship success.