Sponsorship and advertising have been the lifeblood of esports since it started commercialising. But how does the industry take the next step to match its counterparts in mainstream sport?
While many traditional sports scrambled to navigate the COVID-19 pandemic, esports stood firm to cement its position as a major trend redefining the future of the sports marketing industry.
When Burger King sponsored lowly English football team Stevenage, a few eyebrows were raised. Before too long, however, the fast food giant was one of the most visible brands on EA Sports’ popular FIF...