Creating a sports sponsorship framework

This article is part of a series of articles on creating a sports sponsorship framework. Read more.

Why it matters

In Asia, e-sports sponsorship is still in its infancy, and event organisers must justify sponsorship potential through viewership numbers. However, growth is fast, and brands can achieve mass reach through e-sports – numbers they could never achieve with offline media.


  • When engaging with gamers, brands should treat e-sports fans as they would followers of any other sport. Such an approach will go steps towards avoiding a backlash.
  • Not all games are alike. Before sponsoring a particular e-sports team or event, brands should develop a good understanding of the genre and linguistic terms.
  • If sponsors succeed in developing trust with e-sports fans, they can prove valuable brand advocates and help to spread marketing messages.