The esports scene in 2024 has witnessed a dynamic interplay of challenges and accomplishments.
With reports of layoffs and the closure of some teams stirring concerns about the industry’s sustainability, a number of organizations have persevered and forged new pathways for revenue through innovative partnerships with non-endemic brands.
Noteworthy Collaborations
Here are some of the standout collaborations we’ve seen this year:
- Team Vitality and ALDI Join Forces Again: Team Vitality has renewed its partnership with ALDI, this time channeling their efforts toward the Rising Bees, their women’s League of Legends team.
This collaboration launched a campaign aimed at addressing the toxicity women encounter in gaming, culminating in a powerful video that shares players’ experiences with misogyny within the esports community.
- Pepsi Teams Up with MAD Lions KOI: While many traditional sponsors are tightening their budgets, Pepsi made a bold move by becoming the official beverage sponsor for MAD Lions KOI.
This partnership not only boosts brand visibility but places Pepsi’s logo prominently on team jerseys during major tournaments.
- FIFAe Grows with Psyonix and Sports Interactive: The FIFA organization is expanding its reach by partnering with Psyonix to include Rocket League in the FIFAe World Cup.
Additionally, they’ve aligned with Sports Interactive to launch the first FIFAe World Cup of Football Manager, enhancing FIFA’s presence in the esports arena.
- AT&T and LCS Forge a Long-term Partnership: The League of Legends Championship Series (LCS) has entered into a significant long-term deal with AT&T. This partnership aims to deliver exclusive behind-the-scenes content during live events, marking a key collaboration before the league’s upcoming format change.
- Esports Awards Partners with the Esports World Cup: Despite facing criticism over human rights concerns linked to Saudi Arabia, the Esports Awards has secured a three-year agreement to be hosted alongside the Esports World Cup.
- IOC and Saudi National Olympic Committee Unite: The International Olympic Committee is working with the Saudi National Olympic Committee to launch the Olympic Esports Games in 2025.
This initiative is viewed as a strategic move towards multi-title esports competitions, aligning with Saudi Arabia’s Vision 2030 goals.
- Men’s Health Awareness: Movember Initiatives: Esports organizations like BLAST and BIG have actively participated in campaigns to raise awareness about men’s health issues, demonstrating their commitment to social responsibility.
- FURIA’s Anime Collaboration with Crunchyroll: FURIA has forged a partnership with Crunchyroll to create merchandise inspired by the popular anime series “My Hero Academia.” This collaboration highlights the growing connection between esports and anime culture, showcasing a unique blend of fandoms.
Community Impact
In conclusion, 2024 is shaping up to be a remarkable year for collaborations across various sectors of esports.
Organizations are not only navigating challenges but are also seizing opportunities to innovate and engage with their audiences through impactful partnerships.
Source: Esportsinsider