Perhaps more importantly, over half (63%) said their impressions of the sponsor’s brand increased due to sponsoring an event the viewers are a fan of. Regarding the second item, we were surprised that a great majority (85%) of viewers said that they were able to recall at least one sponsor from the event. Our chat surveys, which we sent to viewers the day after Season 2 Stage 1 playoffs ended, explored both the involvement of viewers with the Overwatch League as well as their recall and interactions with the league’s sponsors. Learn More Do sponsorships increase awareness and lead to action? Marketers, rightfully so, want to be part of a growing phenomenon-one that has a captive audience and a passionate fanbase. The value of these deals are not public knowledge, but it’s a good bet that they are hefty. Brands such as Coca-Cola, Kit Kat, and Cox Communications have done some sort of an esports sponsorship recently. Marketers have noticed the growing audience for esports. If you combine fan spend, media rights, and sponsorships, the esports market is now worth an estimated $922 million. Activision Blizzard, creator of Overwatch, beat its revenue forecast for Q1 2019, in part because of its esports initiatives. The livestreaming platform Twitch paid $90 million for the rights to the Overwatch League. If you’re wondering how massive esports has become, just follow the money. Join gaming leaders, alongside GamesBeat and Facebook Gaming, for their 2nd Annual GamesBeat & Facebook Gaming Summit | GamesBeat: Into the Metaverse 2 this upcoming January 25-27, 2022.
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