NBC Sports announced that it will spend millions to broadcast Rocket League this summer. A vehicular soccer game developed and published by Psyonix. This will make NBCUniversal the latest big brand to find its way into the esports world.
Networks like NBC Sports Network and mainstream consumer brands crave access to a younger demographic, esports can provide. Getting those viewers and turning them into sponsor and advertising dollars, is another story.
So far, esports has seen limited activation by mainstream advertisers and sponsors.
There have been some exceptions, though. The League of Legends World Championships are sponsored by Coca-Cola. While insurance company GEICO has made a big push into esports by sponsoring teams and events. Turner Sports, which broadcasts its ELEAGUE nationally on TBS, has pulled in sponsorship dollars from major brands such as Domino’s, Snickers, Buffalo Wild Wings and Arby’s.
While this is a strong start, why haven’t we seen even more movement by mainstream consumer brands into the esports space? There are several reasons.
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