27-Dec-2024, 05:17 PM
The esports landscape in 2024 has witnessed several high-profile collaborations, showcasing the growing intersection between traditional brands and the gaming industry. These partnerships not only enhance the visibility of esports but also bring significant investment and innovation to the sector.
Porsche and Overwatch Championship Series:
One of the standout collaborations this year was between Porsche and the Overwatch Championship Series, organized by ESL FACEIT Group. This partnership marked Porsche’s first major foray into esports, aligning with the Dreamhack Dallas Major held from May 31 to June 2. The collaboration included showcasing Porsche’s all-electric Macan model and presenting the MVP award during the tournament, highlighting how automotive brands are increasingly engaging with gaming audiences to promote sustainability and innovation.
Riot Games and Cisco:
Riot Games expanded its long-standing partnership with Cisco, enhancing connectivity solutions for its League of Legends esports events. This collaboration aims to improve network performance and security at major tournaments, ensuring a seamless experience for players and fans alike. Additionally, Cisco’s initiatives will support educational programs for aspiring technology professionals, showcasing a commitment to community development alongside competitive gaming.
Revolut and BLAST Premier:
Financial technology company Revolut entered the esports arena as the presenting partner for the BLAST Premier Spring Final in June 2024. This partnership is notable as it represents Revolut’s first venture into esports sponsorship, featuring interactive activations both online and at the event venue in London. The collaboration includes exclusive offers for attendees, blending finance with gaming entertainment to engage a younger audience.
SOOP and Esports Personalities:
The launch of SOOP, a new live-streaming platform, was bolstered by partnerships with prominent figures like League of Legends star Lee ‘Faker’ Sang-hyeok and esports organization DRX. This initiative aims to create diverse content tailored for global audiences while leveraging established personalities to attract viewers and enhance community engagement.
Inter Milan and Mkers:
In a unique crossover between traditional sports and gaming, Inter Milan partnered with esports organization Mkers to launch a Fortnite tournament as part of their Gaming League. This initiative is designed to connect with younger fans and expand the club’s reach within the gaming community, reflecting a broader trend where sports teams are embracing esports as a means of fan engagement.
These collaborations indicate that as esports continues to grow in popularity, brands from various sectors are recognizing its potential for marketing and community building. The strategic partnerships established in 2024 are setting the stage for further innovations in how esports engages audiences globally.
