The first sector of 2019 noticed a surge in partnerships between esports teams, leagues, and occasions and non-endemic manufacturers. That trend persisted into the second quarter, which produced even greater non-endemic deals than in Q1.
The Esports Observer mentioned on eighty-two such offers among April and June—a 7% growth over the 76 deals reported on for the duration of Q1 2019, and a sixty-eight % yr-over-12 months boom over the forty-eight offers covered in Q2 2018.
As with the preceding zone, the growing tally represented no longer only greater sponsorship deals, but also very enormous ones, this time with brands including Bud Light, Marvel Entertainment,

The food and drink class persisted to be a large motive force of non-endemic sponsorships in Q2, with several key deals well worth highlighting.
Alcoholic beverages provided of the maximum incredible sponsorships of the sector, starting with Anheuser-Busch InBev Database-Link-e1521645463907 sponsoring the Overwatch League for the relaxation of the 2019 season. The deal makes Bud Light the reliable beer of the league for everywhere besides China and includes live activations at activities and subsidized TV proclaims. Rival beer logo MillerCoors Database-Link-e1521645463907, in the meantime, partnered with Complexity Gaming to call the Miller Lite Player Lounge on the crew’s new headquarters in Frisco, Texas, and together produce a content material collection.
We noticed a few extra power drink brands add esports group sponsorships throughout the zone, as properly, with Echo Fox signing CELSIUS, FlyQuest partnering with Theriot, NRG adding Sneak, and eUnited teaming with Razer’s new RESPAWN powder mix. Additionally, Danone’s Font Vella bottled water logo in Spain backed four pinnacle Spanish groups—Mad Lions Database-Link-e1521645463907, Team Queso Database-Link-e1521645463907, Vodafone Giants Database-Link-e1521645463907, and X6tence Database-Link-e1521645463907—and released unique-edition bottles featuring each group’s respective logo.
On the meals, the front, the region’s maximum prominent deals encompass Chipotle Mexican Grill’s Database-Link-e1521645463907 alliance with both DreamHack and ESL, which includes partnering for Chipotle Championship Series esports tournaments. DreamHack Database-Link-e1521645463907 also partnered with Doritos, even as Nestlé’s Database-Link-e1521645463907 LION Cereals emblem sponsored the League of Legends European Championship (LEC) Summer finals in Greece.
Additionally, sweet logo Kit Kat Database-Link-e1521645463907 partnered with the Overwatch League’s Los Angeles Valiant and will sponsor the league’s first contention weekend in August, while a partnership between 100 Thieves and Totino’s yielded a ten-week content material collection.
Team Liquid’s Database-Link-e1521645463907 partnership with the Disney-owned Marvel Entertainment became certainly one of the biggest non-endemic deals of the region, and it first manifested itself via apparel. The corporation’s League of Legends Championship Series Database-Link-e1521645463907 (LCS) crew wore Captain America-themed jerseys for the duration of a Rift Rivals occasion broadcast, at which point the businesses launched a line providing that and other co-branded garb items. The partnership will later consist of content creation and other initiatives.
Puma and Cloud9 had formerly introduced a short-term LCS sponsorship in January, however, in May introduced a multiyear deal that spans all Cloud9 Database-Link-e1521645463907 teams except for the Overwatch League’s Database-Link-e1521645463907 London Spitfire Database-Link-e1521645463907. The sponsorship changed into pegged as an “eight-discern” deal by way of the corporations and will encompass an extensive retail push for the approaching way of life garb line.

Other outstanding Q2 clothing offers encompass Adidas sponsoring Spanish agency Team Heretics, with co-branded apparel going on sale at Gamergy in Madrid in June. Armani Exchange became a jersey sponsor of Italian organization Makers Database-Link-e1521645463907 in May, marking the enterprise’s first foray into esports. Also, Fila subsidized Counter Logic Gaming’s Fortnite team in its personal first-ever esports deal, with the gamers set to wear Fila Database-Link-e1521645463907 garb during Fortnite World Cup broadcasts this month.

Financial apps and offerings made a few esports actions in Q2 2019, with a couple of cell payments apps aligning with pinnacle groups. Square’s Cash App become introduced as a sponsor of a hundred Thieves’ content material house in Los Angeles, following an overdue March promotion wherein crew CEO Matthew “Nadeshot” Haag handed out hundreds of dollars thru the app.
Additionally, Team SoloMid Database-Link-e1521645463907 (TSM) announced a partnership with PayPal’s Database-Link-e1521645463907 Venmo Database-Link-e1521645463907 app, which a source tells The Esports Observer will encompass an activation round Fortnite Database-Link-e1521645463907 seasoned and streamer Ali “Myth” Kabbani. Another planned activation will see TSM give away cash to fans thru Venmo, much like the aforementioned Cash App promoting.
Chase also announced a 3-yr deal with the Warriors Gaming Squad, the NBA 2K League Database-Link-e1521645463907 crew of the NBA’s Golden State Warriors. Chase branding might be integrated into the team’s virtual home court, plus they may co-create video content material. The agencies have an existing relationship, as the Golden State Warriors will play in San Francisco’s newly-constructed Chase Center later this yr.
Quicken Loans’ Database-Link-e1521645463907 Rocket Mortgage Database-Link-e1521645463907 logo has been announced as the first offering sponsor of the LCS Summer Finals, that allows you to take vicinity on the Little Caesars Arena in Detroit on August 24-25. Rocket Mortgage is already a sponsor of 100 Thieves and the NBA 2K League’s Cavs Legion GC Database-Link-e1521645463907.
Additionally, Invictus Gaming Database-Link-e1521645463907 partnered with Shanghai Pudong Development (SPD) for a co-branded credit score card in China, with cardholders set to obtain an “IG 2018 League of Legends Database-Link-e1521645463907 World Champion Victory” copper coin. Also, economic payment carrier China UnionPay became announced as a sponsor of the NetEase Database-Link-e1521645463907 Esports X Tournament (NEXT).

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