Esports, Jump In or Miss the Mark

The esports industry is growing quickly, with new leagues, teams and distribution channels. And this growth is attracting new high-profile esports investment from brands, media organizations and traditional sports rightsholders.

From 2016 through the middle of 2017, more than 600 esports sponsorship agreements were made. And while technology, gaming and consumer electronics brands dominate, more non-traditional esports brands are entering the picture. Automotive, food and beverage, personal care, finance and insurance brands that have been prevalent in traditional sports are investing in esports as well.

But while some brands are generating significant returns on their investments in esports, others have frankly missed the mark. Opportunities in esports are available to many — but not without a clear strategy on how and why to execute, as well as a reliable way to measure esports sponsorship values, audience dynamics and viewership.

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