ESPORTS NEWS

Combing through the internet, or even having Google Alerts, for relevant esports advertising related information can be tedious.
The Bureau curates and provides links to quality information.

May 29, 2020

Doritos and Twitch Rivals Partner for Streamer Community Tournament Series

April 23, 2020

Overwatch League Announces Xfinity as Presenting Partner for Online Play

April 20, 2020

Call of Duty, Bud Light Seltzer launch charity tourney with pro athletes

April 13, 2020

Jones Soda Pivots to Esports Marketing During COVID-19 Fallout

February 12, 2020

Gillette, the world’s leading expert in men’s grooming, and Twitch, the leading service and community for multiplayer entertainment, today announced the return of the “Gillette Gaming Alliance".

February 06, 2020

Nascar premier partner Coca-Cola is extending its relationship with the stock car racing series by being named the entitlement sponsor of its officially sanctioned esports racing series in a multi-year deal.

November 27, 2019

Gillette will be a sponsor of Electronic Arts FIFA 20 Global Series beginning with live matches from Bucharest

November 22, 2019

ELEAGUE and in-game advertising platform Anzu.io tied up a partnership to bring a new format of brand advertising to ELEAGUE across linear, mobile, and console gaming that will reach its more than 50 million fans across these platforms and offer new opportunities for marketers.

October 17, 2019

LG has officially been named as a partner of the Esports League Mobile Open.

October 15, 2019

Solid article about non-endemic brands in Esports. Includes quotes from the EAB's Stuart Lipson.

October 15, 2019

ELEAGUE and CDW have entered into an integrated partnership that will create enhanced fan experiences across ELEAGUE’s properties on television, digital, social and in-arena.

September 26, 2019

OVERWATCH AND GRAND FINAL PARTNERS

The Overwatch League released activation details for the upcoming Overwatch League 2019 Grand Finals taking place this weekend in front of a sold-out crowd at the Wells Fargo Center: Bud Light, Coca-Cola, Xfinity, & State Farm.

September 05, 2019

OVERWATCH AND KELLOGG'S

Overwatch League unlocked an exclusive deal with Kellogg Company, which will include co-marketing initiatives with both the Cheez-It and Pringles products.

September 05, 2019

EA MADDEN AND PIZZA HUT

The NFL and partner Pizza Hut opened the doors to the first-ever virtual stadium deal in esports in Pizza Hut Stadium as part of the EA SPORTS’ Madden NFL 20 Championship Series

August 29, 2019

OVERWATCH AND XFINITY

Xfinity Plugs in to Overwatch League Postseason as Presenting Sponsor

July 25, 2019

EA, MADDEN, PIZZA HUT, AND SNICKERS

Pizza Hut, Snickers kick off EA's Madden NFL esports championship

July 25, 2019

AT&T AND ESL

AT&T continues to dive deeper into esports, announcing new agreements with both ESL and DreamHack.

July 18, 2019

WENDY'S, BACON, AND TWITCH

Wendy's Is Giving Out Free Jr. Bacon Cheeseburgers During Baconfest

June 25, 2019

STATE FARM & ESPORTS Q&A

State Farm Q&A: On Entering the Esports Business as a Non-Endemic Brand

May 21, 2019

BRANDS IN ESPORTS

Esports is Having a Cultural Breakout Thanks to Overwatch

Anheuser-Busch InBev SA, one of the most active sponsorsin both the National Football League and the National Basketball Association, will become the official beer sponsor of the Overwatch League. Terms of the partnership, which begins this weekend, weren’t announced.

The EAB (eSports Advertising Bureau) commissioned Magid to analyze the profile and proclivities of the eSports fan based on fusing and averaging the data of EAB members’ audience studies. It was recently presented at the Secret Society meeting.

After flirting as sponsor for ELEAGUE’s x Rocket League Game Zone presented by AXE at the Final Four Fan Fest this weekend, men’s grooming brand AXE and ELEAGUE are now going long-term, locking in a deal for the brand to serve as Official Personal Care Partner of ELEAGUE

The grooming and razor brand Gillette has struck a global marketing agreement with the Amazon-owned streaming video service Twitch, creating what the companies are calling the “Gillette Gaming Alliance.”

Coca-Cola has signed an expansive deal with Activision Blizzard  Esports Leagues to become the official non-alcoholic beverage of Overwatch League  (OWL) and all other Overwatch properties. 

With a young, engaged audience, esports presents a new opportunity for advertisers and marketers looking for the next generation of sports fans.

Female fans have traditionally been given the cold shoulder by brands investing in esports. and evidence shows it’s time for that to change.

AGE AGE ARTICLE ON TWITCH AND BRANDS

Tap into the power of the connection viewers feel towards the players

NYT TIMES ARTICLE ON OVERWATCH LEAGUE

National advertisers have included HP, Sour Patch Kids, T-Mobile and Toyota

ESPORTS VIEWERS AND SPONSORSHIPS

In esports, viewers look for a brand that’s adding value and supporting the ecosystem of their favorite games, players and events

ELEAGUE AND U.S. AIRFORCE

The Air Force previously sponsored segments at the ELEAGUE CS:GO Major in January.

BRISK ICED TEA AND NBC ESPORTS

NBC Sports said that Brisk Iced Tea will sponsor the annual Universal Open Rocket League eSports tournament, which will be live streamed by Twitch and YouTube.

COUNTER LOGIC GAMING & SPECTRUM

Counter Logic Gaming  has named Spectrum the team’s official high speed internet provider. As a part of the sponsorship deal, Spectrum hooked up the CLG Performance Center with Fiber Optic Internet service and, in return, secured naming rights for the team’s gaming lounge.

TURNER AND KRAGEN RUM

First official spirits brand to mix with Turner-IMG gamer venture

AT&T AND ESL PARTNERSHIP

AT&T is getting into mobile video game competitions, partnering with eSports company ESL as its official telecommunications and mobile gaming partner of ESL North America.

HASBRO AND BLIZZARD IN LICENSING DEAL

Hasbro announced that they have signed a licensing agreement with Blizzard Entertainment to become the global master toy licensee for the Overwatch® franchise. Hasbro will create a wide range of play experiences including NERF products, games and more, based on the growing Overwatch® universe and its characters.

STATE FARM AND EA's NBA 2k

State Farm has been a long time sponsor of the NBA and WNBA and now they're taking it one step further with the NBA 2K League.

ESPORTS AT NAB IN LAS VEGAS

The online sports industry will be explored in a new conference titled “eSports: Get in on the Action” on Wednesday, April 11 as part of the 2018 NAB Show in Las Vegas. The conference, which is produced in partnership with the eSports Ad Bureau, comprises six sessions focused on audience targeting and growth, sponsorship opportunities and real-world success stories.

ESPORTS GROWTH WITH BRANDS

Adweek article

OVERWATCH ADDS T-MOBILE AND SOUR PATCH KIDS

Just a few weeks into its inaugural season, esports outfit Overwatch League has added T-Mobile and the Sour Patch Kids candy brand to its growing sponsor list.

DELL AND ALIENWARE EXTEND PARTNERSHIP WITH ELEAGUE

Dell and Alienware are extending their runs with ELEAGUE, inking partnerships that will continue into 2018 to power all ELEAGUE competitions, including The ELEAGUE Major: Boston.

TOYOTA SPONSORS OVERWATCH LEAGUE

Toyota Motor North America has signed on as the newest sponsor of Activision Blizzard‘s Overwatch League, agreeing to become a “North American launch partner” for the first season. 

OVERWATCH LEAGUE ON CBS EVENING NEWS

A good video report from CBS News on the growing poularity of esports in the mainstream

HOW TOP BRANDS ARE JOINING THE ESPORTS PARTY

A good brands and esports intro piece written by EAB member Paul Brewer, Vice President of Global Sponsorships at ESL

CW, EA TEAM ON ‘MADDEN NFL 18’ TV SHOW

The CW believes eSports has appeal outside the hard-core base, and its latest bet is “EAMadden NFL 18 Challenge,” a one-hour primetime special produced by Electronic Artsthat will air Dec. 27 on the network.

ELEAGUE SIGNS BOOST MOBILE

Boost Mobile has signed with ELeague, becoming the esports property’s first official wireless sponsor. 

HP AND INTEL: FIRST OVERWATCH LEAGUE SPONSORS

Blizzard Entertainment has signed major sponsorship deals with HP Inc. and Intel for the Overwatch League. As the first confirmed sponsors for the franchised esports league, team players will exclusively play matches on OMEN gaming computers by HP, powered by Intel Core i7 processors.

ELEAGUE PARTNERS WITH CHEEZ-IT

The cracker will be integrated into ELeague on digital, social and television. It will also have a presence in arenas during live events. Cheez-It will also be the sponsor of the ELeague Players’ lounge

ELEAGUE PARTNERS WITH GEICO

ELEAGUE Partners with GEICO to Launch GEICO ELEAGUE Amateur Series.

COMCAST XFINITY RENEWS SPONSORSHIP DEAL

Comcast Xfinity announces the renewal of its sponsorship contract with both ESL and Evil Geniuses in separate one year deals.

WHY ESPORTS IS STILL ABOUT REDBULL AND NOT PEPSI

State of the state of U.S. Sponsorships. Uses facts from Esports Ad Bureau.