Multinational telco Vodafone last month struck its third esports deal in the last 12 months, a multi-year deal with German esports promoter ESL.
P&G-owned male grooming brand Gillette has become a Local Partner of the ESL-owned Intel Extreme Masters (IEM) event in Katowice, Poland, adding to a growing list of non-endemic brands on ESL’s competition roster.
Payments services brand Visa has become the latest major brand to sign a high-profile deal in esports, securing a one-year agreement with the Germany-based SK Gaming team.
Multinational telecoms company Orange has title sponsored the French Football League’s (LFP) companion esports Fifa 17 competition to engage more fans with its football sponsorship activation platform Le 12eme homme (The 12th man) and promote its ‘Fiber’ broadband product.
Mars-owned chocolate brand Snickers is the first new company to join esports’ ELeague for the competition’s second season, but ELeague is now keen to diversify its portfolio.
Soft drinks manufacturer Pepsi last month took a different tack to many brands entering esports, but a similar path to rival Coca-Cola, signing a title agreement for a grassroots league. Its Mountain Dew brand will sponsor an ESL qualifying tournament for the Counter-Strike: Global Offensive (CS:GO) game.