The esports industry’s primary audience—males from early adulthood through to their early 30s—offers brands an attractive avenue to promote their products through sponsorship deals, similar to traditional sports. Sponsorships generate roughly 60% of the esports industry's total revenue coming from endemic brands (whose businesses are directly linked with esports, namely PC and gaming peripherals manufacturers, network providers, etc), and non-endemic brands (whose products are unrelated to esports, namely food and beverage, consumer durables, etc). In this month’s esports analysis, we took a closer look at the non-endemic brand deals. 

Since the inception of our monthly scorecard in March 2021, we have tracked 245 deals between esports and non-endemic brands. The deals vary from the purchase of naming rights of esports teams and their facilities to content activations, social media campaigns, and logo placements. Furthermore, these 245 deals accounted for 53% of the total deals signed since March 2021. Some key highlights of these deals are as follows: 

In addition, we tracked 25 new esports brand deals in the month of April; see more details inside!