Like any discipline, eSport is in perpetual search for visibility, a visibility that attracts sponsors and funding. These are two essential elements for the functioning of this ecosystem.
The main brands endemic to eSports are already very present in eSports sponsorship. Most of them have been sponsoring clubs, events or leagues for years. These companies see in eSports an extension of their activity and an enhancement of their products.
Here is a Top 5 non-essential brands that are very active and engaged in the sector in 2023:
Red bull is an energy drink brand and is certainly one of the very first non-endemic brands to take an interest in eSports.
Invested since 2011, Red Bull is not only a sponsor but a major player in the sports scene. It finances, since its entry into eSports, many events and tournaments.
Honda seems to want to set itself apart from its competitors by trying to become the No. 1 car manufacturer in the eSports market. The brand entered eSports through its sponsorship with the NHL World Championship.
Subsequently, it entered into a partnership with Team Liquid , one of the most powerful esports clubs in the world, whether in terms of sports results or investments received.
Adidas set foot in professional esports in January 2017. It’ becomes the first sports equipment manufacturer to invest in the Asian eSports market.
At that time, mershandising was still underdeveloped. This is how Adidas was able to prove its know-how and experience: by taking up the aesthetic codes of “traditional” sport, especially football, to adapt them to eSports.
The American global beverage giant has integrated admirably into the eSports ecosystem for over seven years now. It’s first partnership was a $5 million deal. A generous entry!
In 2017, Coca Cola launched the eCOPA Coca-Cola, the first international eSports tournament organised directly by a brand.
In 2019, it became the official drink of the Overwatch League, though that partnership didn’t last long.
The comics giant Marvel, recently acquired by Disney, made a sensational entry into sports sponsorship by joining Team Liquid. From this partnership was born a range of clothing marketed today.