Oct 29, 2019

Major brands and their Conquest of Esports

Sports stars and major brands continue their conquest of esports.

  • Elite athletes from around the world continue to invest in the esports industry.
  • Three major brands ramp up their involvement in esports.

Alessio Romagnoli launches esports team

Alessio Romagnoli joins the list of athletes that are invested in the esports industry. The Italian international and captain of AC Milan Football Club has partnered up with Pro2Be - an esports management firm - to launch Team Romagnoli.

The team will initially field a team for FIFA, and is not exclusively looking for talent within Italy. Though, Team Romagnoli’s initial signings include the all-Italian trio of: Cosimo Guarnieri, Emiliano Di Gianni, and Giuseppe Magliarella.

Romagnoli joins the likes of Mesut Ozil, Christian Fuchs, and Bernd Leno as international football stars that have created their own esports teams. 

Though none of the aforementioned players have extended beyond FIFA, it still remains positive for the esports industry that such high-profile football stars are getting involved.

Axe sponsors League of Legends

Riot Games continues to rack up names on the list of sponsors for their hit-title, League of Legends. 

The multi-year deal with Axe will see the company become the official men’s grooming partner of League of Legends international events. The World Championships, Mid-Season Invitational, and All-Stars will all be included within the deal, which has already kicked in with the 2019 World Championships taking place at the time of writing.

Details regarding the deal and future activations have not yet been released to the public, but Axe are no strangers to esports. The company launched their ‘Axe Gaming’ vertical in 2018, and sponsored ELEAGUE in April of this year.

G2 Esports and Dominos Pizza partner up 

League of Legends World Championship hopefuls, G2 Esports, have partnered up with the German arm of Domino's Pizza for a series of events surrounding the ongoing tournament.

The slogan for the campaign is 'G2 Delivers', and features event activations and an abundance of social media content. Throughout the month, Domino’s and G2 have collaborated to host viewing parties for their fans in Berlin to watch the team progress through the World Championships - where G2 find themselves in the semi-finals.

Domino’s has already done deals with LVP and Gfinity in the past, but this deal represents their first partnership with an elite European team.

BMW sponsor PaiN Gaming

Automotive brand BMW have entered the Brazilian esports scene in a big way.

Their partnership with elite Brazilian organisation, PaiN Gaming, represents a change in the tides for the South American scene. For a long time, these larger sponsorship deals were limited to just North America and Europe.

The deal aims to promote innovation, technology, and high performance between the two brands, alongside other key values. Jersey sponsorships, branded content, event activations, and image rights for PaiN Gaming players are also included.

This is simply another foray into the industry for BMW, who have done landmark deals with Cloud9, the European LCS, and Red Bull in the past.