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Q2 2022 Brand Scorecard: Is Esports the next big bet?

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The esports industry is attracting the attention of brands as they look to gain mainstream prominence. Brands, having identified the potential of boosting consumer recognition more rapidly through esports, have already flocked toward the industry—evident in the growing presence of blockchain and non-endemic brands in esports.
It is no surprise then that betting operators could see the potential for esports to be an industry ripe for partnerships. Betting operators have signed exclusive partnerships with major sports franchises including the New York Yankees, Red Bull Racing, and Maple Leaf Sports & Entertainment and its portfolio of professional sports teams (including the Toronto Blue Jays, Toronto Maple Leafs, and Toronto FC). 
Since the inception of our monthly brand scorecard in March 2021, there have been 11 deals between esports and betting-related companies. Key highlights of these deals include the following:
  • These partnerships were popular with team organizations (6), followed by tournament platforms (4).
  • Top betting operators such as 1xBet struck the highest number of deals (3) among all companies, followed by Betway (2).
  • For now, the deals are largely restricted to sponsorship rights whereby betting operators receive branding access on player jerseys, team facilities, and broadcast segments. However, instances where the brands collaborate on content activations, such as giveaways and merchandise, have also been reported.
In addition, we identified 84 new esports brand deals during the quarter, split equally between product partnerships and sponsorships.

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