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Why global brands are flocking to eSport events
As eSports’ popularity surges and revenues soar, big brands are making a beeline for this extravaganza.
Why wouldn’t brands like to connect with a sea of screaming fans as they watch their favourite players battle it out? eSports – as it grows and grows - allows the former this opportunity to get into the arena while the curve is moving up.
Vodafone, last week, became a premium partner of ESL, the world’s largest eSports company and tournament organiser. Mercedes Benz, Gillette and car care brand, Turtle Wax are on the eSports bandwagon. Last year, there were 588 major eSports events generating an estimated $59 million in ticket sales, up $32 million from 2016, according to eSports analyst, Newzoo.
By 2021, Newzoo’s data suggests global eSports revenues will shoot up to $1.7 billion, $1.4 billion of which will come directly from brand investment. With the fan base being mostly millennials, brands have little to complain about.