Apex Legends Global Series (Year 2)–one of the biggest Esports events for the game title– kicked off Thursday at PNC Arena in Raleigh, North Carolina, and SponsorUnited is there live-scouting the event.
The championship–which features a live audience for the first time–offers an opportunity to explore Esports’ seemingly unstoppable momentum:
Red Bull is the fourth fastest-growing sponsor this year–with 35+ new deals in the gaming industry–and the only non-Esports equipment company in the top 5.
Over the last 12 months there has been an 82% increase in total deals with Esports properties (8,200+ current deals.) Notably, McDonald’s tied for the top spot with Aim Lab in new Esport sponsorships across three of the main Esports leagues: NBA 2K, Overwatch and Call of Duty League.
Esports teams average 7 sponsorships, while 64% of teams have at least 5 sponsors.
Social media branded posts are utilized over 70% of the time with Esports teams. Twitter is the most utilized social media channel by Esports teams tagging brands, while Instagram ranks second. Just over 55 Esports properties have endorsed brands on TikTok during 2022. Will 2022-2023 see an upward trend in partnerships? Fortnite is the top brand utilizing TikTok within their Esports partnerships. 31% of TikTok partnerships within Esports are technology brands.
Top brands sponsoring Esports teams:
- Logitech (also the fastest-growing brand in Esports sponsorships, with some 50% of its deals signed within the past year)
- Omen By HP
Within the Gaming/Esports influencer space, there has been a 47% increase from 2021 to 2022 in unique brands with endorsement deals. While Esports influencers average 5 endorsement deals, they utilize over 10 brands overall, including equipment like headphones, gaming controllers, and seats during matches. 95% of partnerships with Esports influencers include social media posts
Top brands sponsoring Gaming/Esports influencers:
- G Fuel (not a gaming industry brand, notably)
- Back 4 Blood*
- Amazon Prime Gaming
- Tom Clancy's Rainbow Six Extraction*
- Naraka: Bladepoint*
- Call of Duty*
Gaming/Esports influencers with the most sponsors:
- Jean Clenche (LockLear)
- Seth (Scump) Abner
- Yiliang Peng (Doublelift)
- Tyler Blevins (Ninja)
- Brandon Stennis (IAmBrandon)