More Drinks Companies Are Looking at Sponsoring E-Sports

With esports becoming more popular – it’s already worth $1 billion – more companies are looking at investing in it. Rewired.GG, an esports venture fund, committed to invest €14 million more into Team Vitality, taking its total investment into the company to €34 million.

Some say that by next year, around 70 million people will be streaming to watch esports.  The scenario is just like what happened with the emergence of online betting a few years ago. Today, you have popular online betting sites like Betway, where you find thousands of players putting their bets on their favorite matches. Betway players can bet on all their favorite sports, from football, hockey to even cricket. Betway also sponsors English Premier League teams like West Ham United.

Now, it’s what is happening to esports too. Big brands including Red Bull and Coca Cola are investing in the market because it is lucrative in so many ways.  For brands that can identify with the audience of esports, there is no turning around. It’s one of the best ways to gain brand recognition, in a new field that is still unexplored. 

Companies Look to Jump into the Bandwagon

Esports competitions have become more intense, with some even going for the whole weekend. For companies looking to leverage onto the phenomenon, now is a good time.

And it’s beginning to show. 

BudLight became the official beer of the NBA 2K League, while Red Bull signed up a few multi-year sponsorships like G2 Esports. PepsiCo signed a deal with Immortals Gaming Club, while Coca-Cola got into partnership with another esports organization called Tespa. 

Gaming companies like EA Sports had food and drink partners for its Madden NFL 20 Championship, which included the likes of Pizza Hut, Starbucks and more.  Even other companies like our favorite chip manufacturer Pringles, sponsor esports events like League of Legends European Championship – something you wouldn’t think of a few years back.  

Many esports companies are looking to gain better partners. 

Riot Games, for instance, recently announced Red Bull as their partner – for the League of Legends global esports events.  The energy drink manufacturer is also sponsoring many other esports events in collaboration with Riot Games, which include the 2019 World Championships and the upcoming All-Star event. 

Interestingly, for some gaming companies like Riot Games, it’s not just one sponsor. Apart from a primary sponsor and partner, they also have found sponsors like Axe, who would be their men’s grooming partner for the 2019 World Championships and the All-star event to. 

It’s not just one company. Others like paiN Gaming have a sponsorship with none other than BMW for their esports events. The deal includes everything from branded content, jerseys to esports events. 

Some companies are also extending their partnerships, given how rewarding it has been. Fnatic, a London-based organization extended its association with esports betting company Rivalry with a multi-year deal. The six-figure deal will have both the companies collaborating together, including for Rivalry’s YouTube channel.

In short, esports is changing, and it’s going to be exciting!