Dive Brief: Miller Lite, owned by Molson Coors, has renewed and broadened its three-year old partnership with Complexity Gaming. The new agreement includes the promotion of streaming content and limited edition merchandise, per information shared with Marketing Dive. Under the renewed tie-up, Miller Lite and Complexity Gaming, the sister esports […]
esports
Progressive inks esports naming rights deal in latest sign of category’s maturation
Dive Brief: Progressive Insurance signed a multiyear, exclusive naming rights deal with esports organization Immortals, which is known for its League of Legends play, according to a news release. It is Immortals’ first sponsorship agreement of this kind. Immortals’ League of Legends teams will now compete under the name “Immortals […]
Esports revenue outlook gets another downgrade as pandemic halts live tournaments
Brief: Researcher Newzoo again downgraded its esports revenue outlook for the year, lowering its forecast 8% from prior projections, according to VentureBeat. The firm now says global esports revenue will reach $973.9 million in 2020 and $1.194 billion next year, suggesting sluggishness will continue into 2021 due to a weaker […]
Should you follow David Beckham and invest in esports?
The popularity of esports – a billion dollar industry where players of computer games pit themselves against on another – has grown significantly in the past five years, attracting interest from some well known real sports stars. But does this mean the space could be lucrative for investors? Football star, husband […]
Verizon inks 3-year pact with ‘League of Legends’ esports league
Dive Brief: Verizon signed a three-year pact to serve as the official 5G and network services provider of Legends Championship Series (LCS), the North American professional gaming division of Riot Games’ popular “League of Legends” title, according to a news release. The esports partnership launched on June 12 with Verizon […]
Mazda brings playable concept car to PlayStation, esports series
Dive Brief: Mazda Motor Corp. designed a virtual race car for the Sony PlayStation 4 video game “Gran Turismo Sport” to give players a glimpse of what it’s like to drive a vehicle by the car brand, the company announced. The car maker Mazda worked with the game’s creator Polyphony […]
Honda sponsors esports matchups between NHL players
Dive Brief: The National Hockey League (NHL) is teaming up with ESL Gaming to host a virtual esports gaming challenge featuring players from all 31 league teams pitted against one another as they play EA Sports NHL 20, according to details shared with Marketing Dive. The program is sponsored by […]
BMW’s esports marketing undergoes ‘major expansion’ amid coronavirus
Dive Brief: BMW signed on to sponsor five of the world’s leading esports teams, the company revealed in a press release. The sponsorship will cover Cloud 9 (U.S.), Fnatic (U.K.), Funplus Phoenix (China), G2 Esports (Germany) and T1 (South Korea), which each have about 200 players that compete in the […]