Traditional sports have their eye on esports. Leagues like the NFL, NBA, NHL, MLB, and NASCAR see esports as a path to generating younger viewership. We’ve seen traditional sports invest in esports teams, and now we are beginning to see professional teams/leagues and collegiate programs attempt to integrate esports elements into their own business models.
Integrations have ranged from fan experiences, to interactive contests, or simple ticket sales gimmicks designed to bring in a younger audience to aging sports. But just because a property or sport integrates esports doesn’t mean they are all doing it at the same level of success or with the same overall intention.
So, who’s doing it well and making it fit organically? Who is just looking to leverage esports to drive ticket sales? Let’s take a look.
NASCAR partnered with 704Games and Esports Arena Drive to bring NASCAR Heat Champions to Daytona International Speedway during the Daytona 500 race weekend.
All fans in attendance got a chance to win prizes playing NASCAR Heat 2. While this had an independent activation feel and more of a showcase for a new mobile arena than a NASCAR-run program. The interest in esports makes sense. NASCAR has an older fan base, averaging around 58 years old for television viewers.
So, who’s doing it well and making it fit organically? Who is just looking to leverage esports to drive ticket sales? Find out here.
Contact our team of sponsorship experts. Learn about integrate esports and how we can take your sponsorship goals and turn them into reality.