Esports has grown from grassroots LAN parties into a billion-dollar global industry — and sponsorships are at the heart of its financial engine. As teams, players, and tournaments reach larger audiences, brands across sectors are scrambling to get a slice of the action.

Sponsorships in esports go far beyond gaming peripherals and energy drinks. While companies like Razer and Red Bull are long-time supporters, non-endemic brands — including Mercedes-Benz, Gucci, and even insurance firms — are now entering the space. They recognize the potential to reach younger, tech-savvy audiences who are increasingly difficult to target through traditional media.

Teams like Fnatic, 100 Thieves, and Team Liquid operate like lifestyle brands, offering content, merchandise, and personality-driven marketing. Sponsors often collaborate on branded gear, social media campaigns, and co-produced content that blurs the line between advertising and entertainment.

Tournaments, such as League of Legends Worlds or The International (Dota 2), attract millions of viewers worldwide. These events offer huge visibility for sponsors through logos, commercials, and even in-game branding. Virtual billboards and skins are becoming new ways for advertisers to connect with players in immersive environments.

However, the esports sponsorship landscape is still evolving. Metrics can be unclear, fan loyalty is often tied to players rather than brands, and authenticity matters more than polish. A poorly matched sponsor can backfire with a community known for its high skepticism toward “corporate interference.”

Done right, sponsorships bring mutual benefit: funding for players and teams, and cultural credibility for brands. It’s a business that thrives at the intersection of competition, entertainment, and marketing innovation.