An Overlooked Audience for Digital Marketers: E-Sports Fans

The most obvious way to date to engage with e-sports audiences has been through sponsorships. In a move that took the advertising world by surprise, Louis Vuitton (LVMH) partnered with Riot Games to sponsor the League of Legends World Championship trophy gear, just as it does for the FIFA World Cup and Australian Open. Coca-Cola, Intel, Mountain Dew, Comcast, Airbus and Red Bull are front and center at esports events. Major brands are clearly on board.

But what if you’re not a Fortune 500 with millions of dollars to spend on sponsorships? Just like the “meat-sports,” the Overwatch League canceled its in-person games (or “homestands”) for March and April and moved to online matches, the same way League of Legends has. And that hasn’t made a dent in its value for advertisers. And what if you, like many today who are seeing all these event cancellations, don’t want to waste dollars on unseen impressions?  

It’s time to look in your pocket — the mobile device.

How CPGs Can Score a Touchdown This Fall by Emulating Spiked Seltzer’s 2019 Summer Splash

In a way, local football fandoms are microcosms for the communities they represent. Each franchise fandom possesses a deeply rooted culture — the kind of loyalty and camaraderie marketers strive to inspire among their own consumers. From high school matchups and college games to the national stage and beyond, the opportunity to tap into local sports to forge meaningful connections with consumers is conspicuous. The strategies and tactics to go about creating those connections, though, is far from obvious. 

To home in on a seasonally relevant, hyperlocal strategy for tailgating and football, brand marketers can look to the strategies hard seltzer brands implemented that resulted in the overwhelming successes of the past summer.