EA Sports announced this week that they will not be renewing their deal with FIFA, ending their 30+ year partnership. The sports video game industry is essentially broken into two primarily entities, EA Sports and SONY.
EA Sports reigns supreme (even without the FIFA deal) still having deals across four major sports including the NHL, NFL, UFC and FIFA (soccer). SONY has created video games with the NBA 2K MBA game and the MLB with MLB The Show”, but there’s more to these deals than just the game.
During the NFL Kickoff Experience, you couldn’t miss EA Sports as they were the Presenting Sponsor of the event and blasted their logo across every asset possible. During the Pro Bowl in Las Vegas, players and former players had interviews where Madden 2022 was positioned perfectly in front of them.
For NHL All-Star Weekend, EA Sports was the Exclusive Title Sponsor for the NHL Hardest Shot event. You could also see them tagged in multiple social posts throughout the season with NHL 22 esport gamers who partner with the league.
The UFC and EA Sports currently have UFC 4 released and the partnership includes EA Sports as the sponsor of all weight class rankings during pay per view events and fight nights.
MLB The Show, a game made by SONY has multiple placements on the MLB.com where the game is featured and ready to be ordered. Within the NBA, SONY and PlayStation provide codes in social posts for fans to enter to win the game for free.
SponsorUnited was on the ground at the LCS Spring Finals Delivered by Grubhutook, hosted at NRG Stadium in Houston over the weekend. Evil Geniuses made history at the event by pulling off the fastest finals series in LCS history with three-straight wins over 100 Thieves. The venue hosted various booths, activities and live entertainment for fans attending the event, along with unique brand activations.
The standout brand activations were led by State Farm, Bud Light, Samsung, and Roccat.
State Farm made their presence known with a nearly 7 foot tall “fan wall” for attendees to write supportive messages to the teams competing that weekend. Bud light had a gaming trailer that offered fans a place to play League of Legends at the Beer Garden during Fan Fest and throughout the event. Roccat supplied its gaming stations (in addition to the stations at the Samsung and Bud Light activations) with mice, keyboards and headsets for an upgraded gaming experience for players.
Additionally, fans also had the chance to win Roccat peripherals at the Grubhub Nexus outside the Arcade. Samsung hosted a booth where patrons could test their skill and attempt to post the best Fast Clear time, making the final leaderboard which resulted in winning a 1TB Samsung 980 Pro SSD.
Overall, the brands that activated at the LCS Spring Finals capitalized on this marquee event by offering fans social experiences and activities!
Like the Consumer Electronics and Technology categories, Crypto has found itself intertwined with Esports through partnership deals. Since the headline-making deal between TSM and FTX, which included naming rights and a price tag of $210m, Crypto brands have continued to find new and innovative ways to capitalize on the Esports audiences propensity towards digital literacy; a driving factor in the adoption of the category.
As a new and emerging technology, the primary focus of most Cryptocurrency brands is maximizing exposure opportunities and to demonstrate the long-term significance of crypto adoption. This is reflected in the most commonly bought assets across the category. Social media content, jersey signage, and naming rights deals for properties & events have been key in increasing brand awareness and visibility.
As Cryptocurrencies find additional traction in the mainstream media, expect to see even more partnerships with Esports teams and influencers. The category’s connection to Web3 will also allow both parties to leverage activations such as NFTs, the Metaverse, and other gaming platforms that utilize blockchain technology like Tribe Gaming and Heroes of Mavia or Misfits Gaming and Block Born.
7-Eleven’s latest deal with Rocket League includes branded customization for user’s cars that can only be unlocked through real world purchases at participating stores. There are also promotions/contests for players to participate in, a 7-Eleven-themed vehicle to unlock, and 7-Eleven has even changed the name of their Blue Raspberry Slurpee to “Blue ROCKETBERRY”.
The partnership also includes naming rights for the upcoming North American Regional Event, now named the 7-Eleven Slurpee Cup. The trophy will feature odes to a 7-Eleven Slurpee with color changing features.
Inspiration from the Rocket League campaign came from a previous 2021 campaign, dubbed the #CarsOF7ELEVEN, that saw the brand’s Instagram and TikTok accounts grow 208% over the course of a few weeks last fall.
Over the next year companies will look to leverage and create similar campaigns using titles like Rocket League, Fortnite, Roblox, and others to create seamless activations blended into the game in order to reach younger audiences that are typically resistant to traditional marketing efforts.
As the Metaverse becomes more prevalent, companies and properties alike are looking for ways to leverage sponsorships in the space. Finding ways to blend advertisements and product placement into the games themselves, in addition to enhancing the sponsorship through real world activations.
Rocket League is a perfect example of a traditional title that has leveraged in-game customization with sponsors. While they haven’t made the full leap to NFTs, they have run a series of promotional campaigns which include branded vehicles, in-game signage, decals and upgrades, and even unique game modes.
As the gaming industry continues to grow, Microsoft has acquired Activision Blizzard in a deal expected to close in 2023 valued at nearly $70 billion. During the announcement Microsoft touched on gaming industry issues, doubled down on streaming and Netflix-style game libraries as well as giving speculation about the “Metaverse.”
Activision Blizzard consists of many different corporate components which most notable includes Activision Publishing, King and Blizzard Entertainment. The famous Call of Duty franchise is developed and handled fully by Activision Publishing while mobile games such as the addicting Candy Crush Saga are developed and published by King. Blizzard Entertainment oversees the companies Esports activities which include Major League Gaming as well as the Overwatch League which is run by the Major League Gaming entity.
According to the SponsorUnited Technology Sponsorships Annual Report coming out next week, the four top sub-categories within Esports are Web/Apps, Audio Visual & Wearable, Technology – Multiline & Computers, Tablets & Consoles. Logitech has the most total deals of any brand buying within Esports while 91% of Riot Game’s digital deals are with Esports influencers. Speaking of influencers, did you know that Activision Blizzard has a deal with one of the Kardashians? Yes, Khloe Kardashian has an endorsement deal with Activision Blizzard where she promotes the mobile game Candy Crush Saga on her social media channels.
Microsoft currently has 15 sponsorships with Esports leagues or tournaments and will be getting deeper into the industry with their acquisition of Activision Blizzard who has over 20 deals with Esports influencers. Over 65% of Microsofts current deals are outside of the five Major Pro Sports in the US.
Logitech is the most active technology brand in esports leveraging over 100 partnerships with esports leagues, teams, and influencers.
Los Angeles leads the way in terms of most Logitech sponsorship deals per market, followed closely by the New York market. Interested in learning more about Logitech along with other tech brands and their sponsorship portfolios? The SponsorUnited Technology Sponsorships Annual Report is coming soon!