How to Secure Esports Sponsorships for Your Team

FAQ

• Why are brands getting involved in esports now?

  Brands are realizing that traditional advertising methods no longer effectively engage younger generations, particularly Gen Z, who are more active online, watching streams and esports tournaments. As esports has evolved into a global powerhouse, with millions of viewers and players, companies see an opportunity to market directly to an engaged, loyal, and tech-savvy audience by partnering with these tournaments, players, and platforms.

• How are brands using esports for advertising?

  Brands are heavily involved in esports by sponsoring tournaments and players, integrating their products into livestreams, and engaging with esports teams. These sponsorships can range from player jerseys to event naming rights. Through these partnerships, brands gain visibility during live events, which are produced with the same excitement and spectacle as traditional sports events, giving them maximum exposure to potential consumers.

• What makes esports a good fit for advertising?

  Esports is a digital-first sport with a highly dedicated global audience. The audience often feels a strong connection with players and teams, making them more likely to respond to ads or campaigns linked to their interests. Tournaments are also larger-scale productions with diverse media exposure, allowing brands to not just market but create a branded experience during events.

• Are all sponsorships successful in esports?

  Not all sponsorships are guaranteed to succeed, especially if brands fail to understand the unique culture of the esports community. Fans want authenticity from sponsors, not just a logo plastered everywhere. For instance, some brands have learned the hard way that being too overbearing—like demanding players wear silly hats or pushing irrelevant products—can backfire. Fans appreciate sponsors that engage meaningfully with the community and align their messaging with the gaming culture.

• How big are the rewards for brands in esports?

  The rewards can be enormous. Esports tournaments today have multi-million-dollar prize pools, and these events draw massive global viewership. For sponsors, this translates into significant visibility among highly engaged audiences. As the esports industry continues to grow, sponsors who back popular teams or events stand to benefit from even greater exposure, tapping into the booming market and potentially reaching millions of young and loyal consumers.

• What are the biggest esports events for brands in 2025?

  In 2025, esports tournaments will be even bigger, attracting more viewers and providing more opportunities for sponsorship. Tournaments like the League of Legends World Championship and The International for Dota 2 already command millions of dollars in sponsorships. With qualifiers leading to world championships across many titles, brands will have even more opportunities to partner with top players and teams to maximize visibility.

• How do esports event tickets contribute to brand engagement?

  As esports events grow in popularity, ticket sales for in-person events are skyrocketing, much like concert tickets. For brands, this offers an avenue not only for promotional activities at these events but also as an incentive for consumer loyalty programs. Brands can give away tickets to exclusive events, engage on-site with product demos, and engage fans directly at these massive esports venues.

• What’s the key to successful branding in esports?

  The key to successful branding in esports is understanding the audience. Esports fans want authenticity, meaningful interaction, and products they can connect with while gaming. Instead of forcing a brand into the spotlight, companies should approach their partnerships with gaming in mind, create content that resonates, and avoid disrupting the audience’s viewing experience. It’s a delicate balance of aligning with the culture and integrating seamlessly into the digital competition.

• How do brands stay relevant in the fast-paced world of esports?

  Brands that wish to stay relevant must adapt quickly to esports trends. Esports is constantly evolving, with new games gaining popularity, players rising to prominence, and new tournament formats emerging. Keeping up with the latest trends, engaging with the fanbase on social platforms, and strategically partnering with the right players or tournaments are all crucial in staying relevant. Brands must always be ready to innovate and adjust their approach, ensuring that they aren’t left behind in the rapidly changing digital space.