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Dafabet makes e-sports play with Fnatic team deal

Online betting and gaming gaming companies are targeting sponsorship of e-sports teams and organisations to establish a new betting market and access a hard-to-reach consumer segment of technology-savvy millennials.

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Elite players increasingly refusing to engage with brands they don’t approve of Sponsor contracts with leagues and federations do not guarantee access to named individuals

BNP Paribas previously held title rights Billie Jean King Enterprises instrumental in deal Sponsorship underpins uplift in prize money

Three deals have expanded firm’s regional footprint and improved tech and sales capabilities

The sports sponsorship sector is facing a squeeze from multiple angles with doubts emerging about the long-term viability of the crypto sector, betting marketing spend threatened by government legislation and a cost-of-living crisis thrown into the mix. We asked five agencies about the future direction of the sector.