Sponsoring esports players is an excellent way for brands to build brand loyalty and reach a highly engaged audience. With the explosive growth of the esports industry, more and more brands are turning to esports sponsorship to promote their products and services to a highly targeted audience. This article will explore the benefits of sponsoring gaming teams, esports players, and content creators and how it can help brands increase their awareness and loyalty.
The Growth of the Esports Industry
The esports industry is experiencing rapid growth, with the global esports market expected to reach $1.61 billion in 2024 and projected to grow at a CAGR of +19.3% during the forecast period 2020-2025 (Source: Mordor Intelligence). A combination of factors drives this growth.
The number of esports tournaments and competitions has increased significantly in recent years. These events provide players with a platform to showcase their skills and generate revenue through ticket sales, sponsorships, and advertising. Major events such as The International, League of Legends World Championship and the Overwatch League Finals draw in huge audiences and contribute to the growth of the esports industry.
Streaming platforms such as Twitch and YouTube have become increasingly popular among esports fans. These platforms allow players and teams to stream their gameplay and competitions, allowing fans to watch live matches and follow their favorite players and teams. The rise of streaming platforms has also led to the growth of gaming content creators, who have built large and dedicated followings by streaming their gameplay and other gaming-related content.
As the esports industry continues to grow, more and more brands and advertisers are entering the space. These brands and advertisers recognize the potential of esports to reach a highly engaged and targeted audience. They invest in esports sponsorship and advertising to promote their products and services. In addition, as the industry matures, more and more non-endemic brands are entering the space, creating further opportunities for growth.
In addition to these factors, the covid pandemic has also played a role in the growth of the esports industry. With traditional sports events being canceled or postponed, many people have turned to esports as an alternative source of entertainment. This has led to an increase in viewership and engagement, further driving the growth of the esports industry.
The Benefits of Sponsoring Gaming Teams and Esports Players
There are many benefits to sponsoring gaming teams and esports players, including:
Increased Brand Awareness
Sponsoring a gaming team or esports player can increase brand awareness by getting your brand in front of a highly engaged audience. Esports fans are highly dedicated and passionate about their favorite teams and players and are more likely to remember and recognize brands that sponsor them. According to a study by Nielsen, esports fans are more likely to remember brands that support their favorite teams or players, with 80% of esports fans remembering a brand that supports their favorite team or player. (Source: Nielsen)
Improved Brand Loyalty
Sponsoring a gaming team or esports player can also improve brand loyalty by connecting the brand with the team or player. When fans see their favorite team or player wearing or using a brand’s products, they are more likely to associate the brand with positive feelings and become loyal customers. According to a study by Nielsen, esports fans are more likely to have a positive attitude towards a brand that sponsors their favorite team or player, with 70% of esports fans having a positive attitude towards a brand that supports their favorite team or player. (Source: Nielsen)
Targeted Marketing
Sponsoring a gaming team or esports player can also provide a highly targeted marketing opportunity. Esports fans are highly engaged and passionate about the teams and players they support and are more likely to be interested in the products and services that sponsor them. According to a study by Nielsen, esports fans are more likely to purchase products from brands that support their favorite team or player, with 60% of esports fans being more likely to buy a product from a brand that supports their favorite team or player. (Source: Nielsen)
In addition to increased brand awareness, improved brand loyalty, and targeted marketing opportunities, sponsoring gaming teams and esports players can also offer other benefits to brands. These include:
Access to a Younger Demographic
Esports has a diverse young audience, with most fans between 18 and 34 years old (Source: Business Insider). This demographic is highly sought after by brands, as they are more likely to be in the market for new products and services and are more likely to be early adopters of new technologies. By sponsoring gaming teams and esports players, brands can reach this younger demographic and build a relationship with them early on.
Increased Social Media Reach
Many gaming teams and esports players have large and dedicated followings on social media. By sponsoring these teams and players, brands can tap into these large and engaged audiences and increase their social media reach. According to a study by Nielsen, esports fans are more likely to follow a brand on social media if they sponsor their favorite team or player, with 70% of esports fans following a brand on social media if they support their favorite team or player. (Source: Nielsen)
Increased Event Attendance
Many gaming teams and esports players participate in live events, including tournaments, competitions, and meet-and-greets. By sponsoring these teams and players, brands can increase their visibility at these events and reach a highly engaged audience. According to a study by Nielsen, esports fans are more likely to attend an event if it is sponsored by their favorite team or player, with 80% of esports fans attending an event if their favorite team or player attends it. (Source: Nielsen)
Real-world Examples of Successful Esports Sponsorship
Many brands have already seen the benefits of sponsoring gaming teams and esports players. Here are a few real-world examples:
- HyperX: HyperX is a leading gaming peripheral brand, and they have sponsored several esports teams and players across various games. They sponsor teams such as Team SoloMid, Cloud9, and Counter Logic Gaming.
- Logitech: Logitech has been a long-time sponsor of esports and has sponsored several major tournaments and competitions. In addition, Logitech also sponsors many esports teams and players across a variety of games.
- Nissan: In 2019, Nissan announced a sponsorship deal with OpTic Gaming, one of the most popular esports teams in the world, across all of their teams and players.
- Red Bull: Red Bull has long been a sponsor of esports and has sponsored some teams and players across various games. They also have their own esports teams under the Red Bull brand.
By aligning themselves with popular teams, players and streamers, these brands have been able to tap into the dedicated fan bases of these entities and create long-lasting partnerships that have driven business results.
How to Successfully Implement a Gaming and Esports Sponsorship Strategy
Regarding sponsoring gaming teams, esports players, and content creators, there are a few ways that brands can get involved. These include:
Team Sponsorship
Sponsoring a gaming team is an excellent way for brands to increase their visibility and reach a dedicated fan base. This can include supporting the team’s uniforms, equipment, and travel expenses.
Player Sponsorship
Sponsoring an individual player is a perfect way for brands to tap into a specific player’s fan base and increase their visibility. This can include supporting the player’s uniforms, equipment, and travel expenses.
Gaming Content Creator Sponsorship
Sponsoring a gaming content creator, a streamer, is ideal for brands to reach a highly engaged and dedicated audience. Gaming content creators often have large and loyal followings on platforms such as Twitch and YouTube, and by sponsoring them, brands can tap into these audiences and increase their visibility. Additionally, content creators often create sponsored content, such as product reviews or unboxings, providing brands with authentic, influencer-style advertising.
When it comes to implementing a gaming and esports sponsorship strategy, there are a few tips and best practices that brands should keep in mind. These include:
- Research the team, players, or content creators you’re interested in sponsoring to ensure they align with your brand values and have a large and dedicated following.
- Identify specific goals for your sponsorship, such as increasing brand awareness or improving brand loyalty, and develop a plan to measure your success in achieving those goals.
- Engage with your sponsored content creators and their audience, for example, by creating content together or running social media campaigns.
- Be creative and think outside the box regarding your sponsorship by creating unique branded experiences for fans.
However, as with any marketing strategy, there may be potential challenges when sponsoring gaming content creators. These include:
- Ensuring that your sponsorship aligns with your overall marketing strategy and goals.
- Measuring the return on investment for your sponsorship.
- Finding the right content creators to sponsor that align with your brand and target audience.
- Staying up to date with the constantly evolving gaming and streaming landscape and understanding the trends and changes in the industry.
Working with a specialized agency with experience in the gaming and esports industry, such as Second World, is essential to overcome these challenges. We can help you navigate the industry, identify the right esports teams, players, and content creators to sponsor, and develop a strategy to help you achieve your goals.
Conclusion
Sponsoring gaming teams and esports players is an excellent way for brands to build brand loyalty and reach a highly engaged audience. With the explosive growth of the esports industry, more and more brands are turning to esports sponsorship to promote their products and services. By increasing brand awareness, improving brand loyalty, and providing targeted marketing opportunities, sponsoring gaming teams and esports players can help brands to reach a highly engaged and passionate audience.
As the esports industry grows, brands must stay ahead of the curve and explore new ways to reach and engage with their target audience. Sponsoring gaming teams and esports players is a powerful way for brands to do just that.
If you’re a brand looking to increase your brand awareness and loyalty, or to reach a highly targeted audience, consider sponsoring a gaming team, esports players, or content creators. Contact us! We are a specialized agency in gaming and esports, and we can help you achieve your marketing goals.