The Future of Gaming: Sponsorship and Inclusivity at the Olympic Esports Games
Welcome to this edition of the Purposeful Partnerships Report, your weekly source for insights into purpose-driven collaborations within the sports industry. In this issue, we’ll explore the growth of esports, focusing on the upcoming Olympic Esports Games in 2025, and discuss why esports is well-positioned for brand sponsorships.
Esports and the Esports Olympic Games Explained
Let's begin by defining esports. Short for electronic sports, esports encompasses organized, competitive video gaming where professional players and teams compete across various game titles and genres. This phenomenon has rapidly evolved from casual gaming into a billion-dollar industry, boasting millions of devoted fans worldwide. Esports competitions often take place in front of live audiences and are streamed online, attracting viewership that rivals traditional sports events. This digital-centric approach allows fans to engage with their favorite games and players in immersive ways, fostering a vibrant culture around competitive gaming.
The International Olympic Committee (IOC) is officially entering the realm of competitive gaming for the first time with the Olympic Esports Games in 2025. Set to take place in Saudi Arabia, this competition will showcase a variety of esports titles, providing a platform for players from diverse backgrounds to compete internationally. Unlike traditional Olympic sports, the Olympic Esports Games aim to embrace contemporary gaming trends and attract a younger audience while upholding the values of fair play and sportsmanship.
A Global Opportunity for Brands
Esports has developed into a global phenomenon, with millions of fans watching, playing, and following competitive video games. The Olympic Esports Games will shine a spotlight on esports like never before, capturing the attention of viewers from around the globe. This expansion opens the door for brands to engage with a diverse audience that extends beyond traditional sports fans.
The Olympic Esports Games present an exciting opportunity for sponsors, thanks to the diverse range of games and audiences involved. From sports simulations to strategy and first-person shooter titles, the event is poised to attract a wide variety of players and fans, each bringing their unique backgrounds and interests. This diversity allows Worldwide Olympic Partners to enhance their existing partnerships by aligning with the Olympic Esports Games. As we look ahead, it will be fascinating to see which brands choose to engage deeply in this emerging space. To gain insights into potential partnerships at the Games, we can examine the Olympic Esports Week, an exhibition event held in Singapore in 2023, which provides a glimpse into the brands that are likely to participate.
Case Study: Olympic Esports Week 2023
Although the Olympic Esports Games 2025 will be the IOC's first official esports event, it is not their initial foray into the esports arena. The Olympic Esports Series 2023, held in Singapore, represented a significant milestone for the International Olympic Committee in recognizing esports within the Olympic framework. This event featured over ten competitions, highlighting the potential of video games as legitimate sports. Instead of focusing on traditional esports titles like League of Legends and FIFA, the series showcased simulations of real-world sports and social games, including VR Table Tennis, chess, and Just Dance.
The highlight of the event was the Rocket League competition, which drew the most interest, achieving a peak viewership of 22,000 and being the only discipline to hit five-digit figures in both peak viewers and hours watched. Other notable competitions included Fortnite, Taekwondo, and Chess, which benefitted from renewed interest since the pandemic. Although the viewership numbers may not rival those of major esports events, they are promising for a first-time initiative.
From a partnership perspective, the event showcased significant engagement, featuring a total of 25 partnerships, including all 14 Worldwide Olympic Partners and 11 Local Partners. This strong involvement underscores the growing appetite for esports within the Olympic framework and presents a valuable opportunity for brands to explore their potential roles in this emerging market. A standout partner at this event was Samsung, which played a pivotal role in enhancing the overall experience.
Samsung's role as a Premium Partner during the inaugural Olympic Esports Week in Singapore highlighted its commitment to enhancing the gaming experience through innovative technology. By providing essential hardware such as Galaxy smartphones, tablets, and Odyssey monitors, Samsung created immersive environments for participants and spectators. The partnership aligned with Samsung's "Do What You Can’t" philosophy, emphasizing empowerment and overcoming barriers in esports. The event also featured Free-To-Play zones, allowing the public to engage with Samsung’s devices, further promoting brand visibility and community engagement. This collaboration not only showcased Samsung's technology but also positioned the brand within the growing esports market, paving the way for future opportunities in this evolving space.
The event provided a unique platform for sponsors to test their strategies and engagement approaches, allowing them to gauge how they might want to participate in future Olympic esports initiatives. As the landscape of competitive gaming continues to evolve, this event serves as a promising sample of what is possible, paving the way for more expansive partnerships and innovative brand activations in the world of esports.
Equality and Global Participation
In addition to offering brand exposure and viewership opportunities, one of the most significant advantages of the Olympic Esports Games is the potential to create a more inclusive and globally accessible competitive landscape. Esports, by its very nature, is open to anyone with access to the right technology, allowing players from diverse backgrounds—regardless of geography, gender, or socioeconomic status—to participate.
A key aspect of this growth is the increasing involvement of women and players from various backgrounds who are carving out their space in the esports world. Historically, the gaming industry has faced challenges related to representation. However, momentum is building to make esports more inclusive, and the Olympic Esports Games can play a crucial role in amplifying this shift. By providing a platform for players from all walks of life, the event has the potential to foster a richer, more diverse gaming culture.
Brands that align themselves with this global movement have a unique opportunity to champion messages of equality and accessibility. Sponsoring esports teams and players from underrepresented regions or demographics not only sends a powerful message of empowerment but also allows brands to contribute to broader efforts aimed at making esports an open and welcoming space for everyone. In doing so, they can help dismantle barriers that have historically limited participation in competitive gaming.
A Bright Future for Esports Sponsorships
As the Olympic Esports Games approach 2025, the potential for brand sponsorships is vast. The combination of esports' global reach, the increasing diversity of its participants, and the innovative nature of the gaming space offers brands a fresh avenue for connection. Whether through traditional sponsorships, digital integrations, or community-focused initiatives, brands have the chance to be part of an exciting new chapter in sports.
By supporting a more inclusive, global esports landscape, sponsors can align themselves with a movement that celebrates competition and creativity while also promoting equality and access. The Olympic Esports Games are not only set to redefine competitive gaming but also offer brands the chance to be part of something truly transformative for fans around the world.
I hope you enjoyed the read. Stay tuned for the next edition of the Purposeful Partnerships Report!
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