The esports industry in 2024 has proven its resilience and creativity, even amid challenges like layoffs and debates about sustainability.
Through strategic partnerships and sponsorships, organizations and brands have found innovative ways to expand their revenue streams and enhance collaboration, paving the way for a more inclusive and diversified esports ecosystem.
Breaking Barriers: Women in Esports
One of the most impactful partnerships of 2024 came from Team Vitality, which renewed its collaboration with the supermarket chain ALDI. The partnership centered on Team Vitality’s all-female League of Legends roster, the Rising Bees, aiming to combat toxicity against women in gaming.
A compelling video titled Des Failles dans La Faille highlighted the players’ experiences with sexism in esports, sparking vital conversations about diversity and inclusion within the gaming community. This collaboration set a new standard for how brands can support social causes through esports.
Global Brand Collaborations and Innovations
Esports partnerships extended across multiple industries, showcasing the growing influence of gaming culture. Notable collaborations include:
- KOI and Pepsi: Pepsi became the official beverage sponsor for KOI’s campaign in the League of Legends EMEA Championship, further embedding itself into the esports landscape. Pepsi also supported the Esports World Cup, demonstrating its commitment to the industry.
- FIFA and Rocket League/Football Manager: FIFA broadened its esports horizons by integrating Rocket League into the FIFAe World Cup and partnering with Sports Interactive to bring Football Manager into competitive play.
- League Championship Series and AT&T: The LCS wrapped up its final season with AT&T, delivering behind-the-scenes content and real-time audio experiences during matches.
Addressing Social Issues Through Esports
Many partnerships in 2024 went beyond commercial interests, focusing on pressing social issues:
- Movember and Mental Health Awareness: Movember extended its campaigns into esports, collaborating with BLAST Premier and BIG to raise awareness about male mental health and cancer.
- FURIA and Crunchyroll: The Brazilian organization partnered with Crunchyroll to launch a My Hero Academia merchandise line, blending anime culture with esports and strengthening cross-community connections.
- Esports Awards and Saudi Arabia: The Esports Awards joined forces with the Esports World Cup, hosting one of its ceremonies in Riyadh. Despite criticism of Saudi Arabia’s human rights record, organizers emphasized the independence of the awards process.
A Look Ahead: Esports and the Olympic Games
The International Olympic Committee partnered with Saudi Arabia’s National Olympic Committee to establish the Olympic Esports Games, scheduled for 2025. This 12-year agreement aims to create a competitive esports event featuring multiple titles, further legitimizing esports on a global stage.
Esports Partnerships Lead the Way
Esports partnerships in 2024 highlight the industry’s adaptability and influence. From advocating for social change to innovating brand collaborations, these relationships are driving growth and redefining what esports can achieve.
As the sector continues to evolve, these partnerships underscore the importance of creativity, inclusivity, and strategic alignment in shaping the future of competitive gaming.
Esports World Cup Foundation Expands Partner Program to Benefit 40 Organizations