What value does an esports agency offer to a brand and rights holder?
Esports, or competitive video gaming, has exploded in popularity in recent years, with professional leagues and tournaments drawing millions of viewers and offering lucrative prize pools. Brands have increasingly looked to get in on the action by sponsoring esports teams, leagues, and events, and looked to esports agency advice to support decision-making.
Strive Sponsorship is an example of a specialist esports agency that helps brands and rights holders in the esports industry connect and strike mutually beneficial sponsorship deals. Strive has worked with clients like BT on their sponsorship of Excel Esports, World Rugby when investigating the esports opportunity, Coutts on supporting UK esports, and Esports Scotland as part of their Commonwealth Games participation.
But what exactly does an esports agency do, and how does it add value to the brands and rights holders it represents?
First and foremost, an esports agency acts as an intermediary between brands and esports teams, leagues, and events. The agency works with the brand to determine its marketing goals and budget and then uses its expertise and relationships to identify potential sponsorship opportunities that align with the brand’s objectives. This can include sponsoring a specific team or player, or becoming the official sponsor of a league or tournament.
Once potential sponsorships have been identified, the agency negotiates the terms of the deal on behalf of the brand. This can include everything from the amount of money being paid to the rights holder to the specifics of how the brand will be featured at the event or on the organisation’s promotional materials.
One of the key value-adds of an esports agency is its ability to leverage its relationships and industry knowledge to secure better deals for its clients. Agencies often have long-standing relationships with esports teams, leagues, and events, which can make it easier to negotiate more favourable terms for their clients. Additionally, agencies are experts in the esports sponsorship industry and have a deep understanding of what works and what doesn’t when it comes to sponsorship activations in this space. This expertise can help brands get the most out of their sponsorship investment.
Another key role of esports agencies is activating sponsorship partnerships. Once a deal is in place, the agency works with the brand and rights holder to ensure that the sponsorship is effectively promoted and integrated into the esports team, league, or event’s activities. This can include everything from creating promotional materials to coordinating on-site activations and events.
In summary, an agency offers a range of valuable services to both brands and rights holders. By acting as intermediaries and leveraging their expertise and relationships, these firms help facilitate mutually beneficial partnerships that can drive brand exposure, increase customer loyalty, and drive revenue. Whether you’re a brand looking to get involved in esports sponsorship or an esports rights holder seeking sponsors, working with an advisor can help ensure that you get the most out of your partnerships.
Looking for esports agency help?
If you’re looking for advice from a esports or gaming agency, Strive Sponsorship can help. Contact us for esports, sports, sponsorship, commercial, content, media, operations, investment, and communications consultancy services.
Frequently asked questions
What is an esports agency?
An esports agency acts as an intermediary between brands and esports teams, leagues, broadcasters, and events.
What is a gaming talent agency?
Gaming talent agencies look after professional esports players and content creators. They support talent in the development of their careers helping with team transfers, salary negotiations, attracting endorsement deals, and building a brand they can monetise in other ways e.g. merchandise and TV propositions
What is the no 1 esport?
League of Legends is considered the no 1 esport in the world based on viewership, playerbase, and commercial success. Other notable esports are Call of Duty, Overwatch, CSGO, Free Fire, and Pub G.