40 brands allocating budgets to virtual sports
Wind the clock back four or five years and esports was still on the periphery - a novelty even. Only brands with skin in the game, such as headphone, gaming chairs or PC manufacturers were seriously interested in partnerships. And compared to the global sports sponsorship market, the money involved was insignificant - but this has all changed...
Today, the numbers around esports speak for themselves. The industry is expected to surpass £850bn this year, with the total global esports audience to grow to over 495m people. It is also a highly engaged audience, boasting 223m ‘enthusiasts’ – people who watch more than once a month.
With almost all mainstream sport cancelled or postponed due to COVID-19 brands are shifting their sponsorship budgets to esports, which is only going to accelerate its growth in the long-term. In Spain for example, La Liga has drawn over 1m viewers for its FIFA 20 esports tournament.
While China and North America remain the main markets for esports, Europe is expected to grow rapidly. No longer the domain of gaming brands and energy drinks, the list of non-endemic sponsors already includes Disney, Spotify, Toyota, Mastercard, Hershey, Chipotle, Sephora, and Head & Shoulders.
For brands targeting what Nielsen calls “emerging adults”, those between 18 and 35 years old, esports represents a lucrative opportunity. Food delivery and finance brands, for instance, are already looking at platforms to reach at-home gaming audiences.
Our latest briefing profiles 40 brands across 8 sectors, outlining their involvement within esports. Some have partnered with esports for a number of years, while others are newcomers looking to capitalise on the growing market. We have also included a few brands that are yet to enter into major esports sponsorship deals, where all signals point towards future investment.