Securing an esports sponsor can act as a catalyst for building a successful esports career. They provide gamers with financial support, gaming equipment, and just enough publicity you need to break into the industry. However, like most good things, they take work; getting esports sponsors goes beyond having exceptional gaming skills. There’s a lot of competition from countless gamers looking to land the same deal you’re after. This begs the question, “How do I secure an esports sponsor?”. 

This article will explore a comprehensive step-by-step guide to help you secure an esports sponsor. We’ll also discuss some of the most popular types of esports sponsorships and show you the best ways to maintain a healthy sponsor relationship after landing a deal,  

How to Get Esports Sponsors: Step By Step

Regardless of where you are in your gaming career, having a sponsor will only make things better for you. But how do you get these sponsors? What can you do to cut a deal with brands that might be searching for your services?

Here’s a roadmap to achieving your goal. 

Understand Your Niche 

Your niche refers to the unique space you occupy in the esports ecosystem. What are your strengths regarding gameplay, and which demographic will find your content and style of play most appealing? Are you into MOBA, FPS, or battle royales? Or your gaming skills aren’t the best, but your charisma draws in your viewers. Understanding your niche helps define your appeal to both fans and potential sponsors.

After zeroing down on your niche, learn more about your audience. Know various metrics such as age range, geological location, and interests. Such data will be helpful when pitching to a sponsor who wishes to reach that particular audience. 

Tools That Can Help

Streaming platforms like Twitch and YouTube have built-in analytics tools that can reveal insights into your viewers’ age, location, and viewing habits. Outside these platforms, using tools such as TwitchMetrics or SocialBlade can help analyze your competitors’ audience demographics to offer insights into the type of content you should create for your viewers.

Boost Your Ratings in the Esports Community

To rise to the top in the esports world, you need more than excellent gaming skills; your reputation within the community is equally crucial. Here’s how you can boost your presence effectively:

Improve Your Gaming Skills: The foundation of your esports career is your skill level. Dedicate time to practice and master your game of choice. This training will help you perform better in matches and gain recognition.

• Start Streaming and Creating Content: Use platforms like Twitch and YouTube to broadcast your gameplay. These platforms are user-friendly and perfect for streamers just starting. Ensure your content is engaging and entertaining to keep viewers returning for more.

• Build Your Social Media Presence: Extend your reach beyond streaming by actively engaging on social media platforms like Twitter and Instagram. Share updates and interesting content and interact with your followers to build a community around your brand.

• Engage with the Community: Become an active member of various esports forums and social media groups. Offer helpful advice, answer questions, and share your gaming experiences. Engaging with the community can increase visibility and establish you as a thoughtful leader.

• Network and Collaborate: Connect with other gamers and industry professionals. Networking opens up opportunities for collaborations that boost your visibility and introduce you to new audiences.

• Participate in Tournaments: Competing in and, ideally, winning top esports tournaments can significantly enhance your reputation. Each win puts your name out there, attracting more followers and potential sponsors.

Decide the Esports Sponsorship You Want

Deciding the type of esports sponsorship you want is crucial in securing a deal. Every kind of sponsorship comes with its own set of benefits and expectations. Here’s a breakdown to help you decide which fits your needs:

Title Sponsor 

This is the highest level of sponsorship. A title sponsor will have their brand name incorporated into your team or event name, and they often cover a significant portion of your funding needs. In return, they expect central visibility and extensive branding rights. This is ideal for established teams or events with a broad reach. 

Events like Intel Extreme Masters and Red Bull Battlegrounds are examples of esports title sponsorship. Its benefits include enhanced brand visibility, long-term engagements, association with high-profile brands, and more.

General Sponsor 

General sponsors contribute a substantial amount but less than a title sponsor. They receive considerable exposure through your activities but don’t get top billing. This type of sponsorship is suitable for teams and events that can offer good visibility without the whole limelight that comes with being a title sponsor. 

Examples of general sponsors and their sponsored events include Coca-Cola’s partnership with The Overwatch League and FIFA esports, Samsung and the League of Legends world championship, etc.

Official Sponsor 

Official sponsors are typically involved on a smaller scale than title or general sponsors. They might sponsor specific aspects of a team or event, like providing equipment or funding for travel. Their investment is less, but they still benefit from association with your brand and targeted exposure. 

Technical Sponsor

Technical sponsors supply equipment or services instead of money. For example, a computer hardware company might provide you with the latest gaming rigs. This sponsorship is perfect to offset costs with valuable equipment or services that enhance performance. 

Examples of technical sponsors include Nvidia, Logitech, Intel, Razer, etc.

Participating and Informal Sponsors 

These sponsors contribute at the most miniature scale, often through in-kind services or smaller financial amounts. Their support might come from providing merchandise for giveaways or small-scale funding. This option is excellent for newer teams or smaller events looking to build their sponsorship portfolio.

Local businesses sometimes participate in esports events by providing venues, supplying equipment, and small-scale funding. Informal sponsors engage directly with the community to foster support with grassroots players, teams, and events.

Research Potential Esports Sponsors

Thorough research is crucial to finding the right sponsors for your esports endeavors. It helps you understand which companies are likely to see your brand as a valuable marketing opportunity and ensures that your approaches are well-targeted and more likely to succeed. 

You can start by listing potential sponsors, focusing on companies active in the esports industry or those interested in youth and entertainment markets, such as tech companies, gaming hardware manufacturers, apparel brands, and beverage companies.

Once you have a list of potential sponsors, analyze current sponsors in the esports field. Investigate who is sponsoring teams, players, and events similar to yours. This analysis can reveal which companies are already committed to esports and might be open to additional sponsorship opportunities. 

Next, evaluate the alignment between your brand and the potential sponsor’s values and target audience. A good fit between your audience and the sponsor’s customer base increases the chances of a successful partnership. Ensure the sponsor’s market demographics and brand message resonate with your team or event’s identity.

Finally, understand potential sponsors’ goals to tailor your pitch effectively. Different companies have different objectives for their sponsorship investments. Researching potential sponsors using social media and professional networks like LinkedIn can provide insights into their interests, recent marketing campaigns, and key decision-makers. 

Reviewing how they have activated previous sponsorships can help you propose ideas that align with their successful strategies. With this information, prepare customized pitches demonstrating how a partnership with your team or event can help sponsors achieve their marketing and business objectives.

Sponsorship platforms and marketplaces like Dartcart Limited, PowerSpike, Sponseasy, and SponsorMyEvent can help you begin your search for an esports sponsor. These platforms connect gamers and content creators with brands from every esports-related industry. 

Craft a Pitch Deck for Potential Esports Sponsors

A pitch deck is one of the most effective ways to grab a sponsor’s attention. It has to be concise but not too modest, professional, engaging, and, most importantly, very informative. 

A standard pitch deck includes the following information:

• Your Logo
• Your Name/Team Name
• Contact Information
• Brief Introduction
• Audience Overview (demographics, engagement metrics, growth trends)
• Content Reach
• Achievements & Milestones (tournament winnings, awards, notable collaborations)
• Brand Alignment (values and audience relevance)
• Marketing and Promotion Strategies
• Testimonials (case studies, referrals)
• Return on Investment (ROI) and Benefits
• Call to Action

Filing out relevant information will ensure you develop a pitch deck tailored to showcase your unique selling points.

Contact Esports Sponsors and Negotiate Deals

When reaching out to potential esports sponsors, start with a professional email introducing your team or organization and outlining why a partnership could be mutually beneficial. Attach your detailed pitch deck with your initial contact, concise and tailored to align with the sponsor’s brand values and marketing goals. You can also contact them via phone call or their social media handles. 

If the sponsor expresses interest, arrange a follow-up meeting to discuss the partnership in more depth. During this meeting, clarify the specifics of the sponsorship, including visibility, branding opportunities, financial terms, and the duration of the agreement. Be flexible and open to negotiation, keeping in mind your needs and the potential benefits to the sponsor.

After reaching an agreement, ensure all terms are documented in a written contract reviewed by legal counsel. Maintain regular communication with the sponsor, providing updates on the sponsorship’s impact and success. This ongoing engagement helps build a strong, lasting relationship, paving the way for future collaborations.

Note: Negotiating mutually beneficial deals during meetings with potential sponsors is essential. Don’t sell yourself short in a desperate attempt to secure the contract or overstate your offer, which can drive away the sponsors. 

Contact Associations that have Deals with the Sponsors You Want

When targeting potential sponsors, it’s often beneficial to approach through associations that already have established relationships with these sponsors. This approach can provide a more direct and endorsed path to securing sponsorships.

• Start with Research: Identify which associations or organizations partner with your desired sponsors. These could be industry groups, esports leagues, or other entities that share a synergy with your target sponsors. Understanding the nature of these partnerships can provide insights into the sponsor’s strategic interests and how they prefer to engage.

• Networking: Once you’ve identified relevant associations, your next step is to build relationships within these organizations. Attend networking events, seminars, or webinars where you can meet representatives from these associations. 

Engaging actively on social media platforms, especially LinkedIn, can also effectively connect with these groups. Introduce yourself and your organization, and express your interest in learning more about their partnership with your prospective sponsor.

• Leverage Association Endorsements: When you establish a good rapport with an association, discuss your interest in approaching their sponsor and ask if they can provide an introduction. An endorsement or referral from a trusted association can significantly boost your credibility and increase your chances of a favorable response. 

If a direct introduction isn’t possible, request permission to mention your communication with the association when you contact the sponsor. This reference can be a strong starting point demonstrating your proactive nature and connection to the industry.

Contact an Esports Sponsorship Agent

Hiring an esports sponsorship agent can significantly increase your chances of securing a good sponsorship deal. Agents bring valuable industry connections, expertise, and negotiation skills to the table. They handle the complexities of negotiations, create compelling pitch decks, and manage the entire process, which lets you focus on gaming and improving your skills.

Top agent firms like Dartcart Limited have established relationships with brands and companies interested in sponsoring esports, making finding opportunities that align with your brand and goals easier. When choosing an agent, consider their reputation and success in the esports industry. Look at their fee structure—how they charge for their services, whether a flat fee or a commission—and ensure they operate transparently.

Additionally, assess their negotiation abilities and knowledge of the esports industry. Choosing the right agent can significantly impact the quality and quantity of sponsorship deals you secure, so take the time to find someone well-respected and aligns with your esports career goals.

Types of Esports Sponsorship

The following are three of the most popular and widely used sponsorships in esports: 

Pro Player/Streamer Sponsorship

A pro player or streamer sponsorship involves collaboration between a professional gamer, content creator, and brands or companies within the esports industry. 

These sponsors provide free gaming products or services, such as software, hardware, accessories, etc., while covering travel expenses, equipment upgrades, and living expenses for gamers and streamers alike. Examples of individual esports sponsorships include Ninja and Red Bull, Shroud and Logitech, and Pokimane and NZXT.

The working principle of individual gamer/streamer sponsorship includes promoting the sponsor’s brands, products, or services during tournaments, streams, content, or across social media. Products usually include branded jerseys, energy drinks, software, gaming accessories, etc.

These types of sponsorships are beneficial to gamers and streamers as they help cover financial expenses, allowing them to focus on gaming or content creation, enhance their visibility, access free products and services, and network with industry professionals. 

Esports Team Sponsorship

Esports Team Sponsorship functions like an individual pro-player sponsorship, except instead of catering to the needs of a single individual, the companies offer their services to a team of gamers. Sponsors contract the esports teams to promote their brands, products, or services during tournaments, competitions, or via their official social media channels. 

Examples of esports team sponsorships include Honda and Team Liquid, United States’s Airforce and Cloud 9’s Counter-Strike team, 100 Thieves and Envy Gaming, and Astralis and Audi. 

Esports teams benefit from sponsorship deals through discounted or fully paid tournament costs and receive gaming gear, accessories, and any other product currently being promoted by the brand. 

How Do I Get Sponsors for My Esports Team?

To secure sponsors for your esports team, you must develop your brand image and build your social media presence; brands will most likely associate with teams with huge followings. While building your brand image, you can network with industry professionals and reach out to brands interested in sponsoring your team.

Esports League/Tournament Sponsorship

This is a large-scale collaboration between esports leagues, tournament organizers, events, and many brands interested in gaining exposure in the esports scene. This type of sponsorship is not aimed at individual or team players but rather the tournament as a whole. Sponsors provide the funding and support needed to organize and execute an esports tournament. 

Examples include Nike and League of Legends Pro League, MasterCard and League of Legends World Championship, Ally Financial Group and the Ally Women’s Open, Mountain Dew, and the Call of Duty League.

Tournament sponsorship deals help increase a brand’s visibility and awareness, tap into a global market of esports professionals and enthusiasts, and generate revenue for the tournament. 

Three Approaches to Esports Sponsorship

Affiliate Code Esports Sponsorship

This type of sponsorship connects esports players, streamers, or teams with a brand to promote products using an affiliate marketing approach. Participants, known as affiliates, receive a unique code or link from the brand, which they share with their audience.

Here’s how it works: During their streams or within their content, affiliates encourage their viewers to buy products using their unique code or link. Each time someone purchases through this link, the affiliate earns a commission. This setup benefits the brand through increased sales and the affiliate through earnings based on those sales.

For example, the Razer affiliate program provides gamers custom links to Razer products. When fans purchase Razer gear through these links, the affiliated gamer earns a percentage of the sale, incentivizing them to promote the products effectively. This type of sponsorship is popular because it directly ties the affiliate’s earnings to their promotional efforts, rewarding them for successful conversions.

Hybrid Sponsorship

A hybrid sponsorship combines elements of traditional financial support with performance-based incentives like those seen in affiliate marketing. This approach might include a fixed payment for displaying branding or participating in promotional activities, plus additional commissions based on sales or lead generation. It’s suitable for teams or individuals with a significant influence and can generate direct sales or conversions through promotional efforts.

An example of a hybrid sponsorship is the partnership between Intel and ESL One, which provides hardware support (traditional sponsorship) through the real-time integration of their technology into the tournament. This integration includes VR experiences, real-time analytics, etc. 

Pure Sponsorship

It refers to traditional sponsorship forms in which a brand or company partners with an esports player, team, or tournament to support the respective beneficiaries financially. 

This sponsorship might cover team salaries, travel costs, and event participation fees in exchange for branding, product placement, and promotional activities.

The Biggest Esports Sponsors In Gaming

The biggest esports sponsors in the gaming industry include a variety of brands from different sectors that have prioritized the esports scene as a viable investment market. They include:

Intel

Intel is one of the biggest esports sponsors in the gaming industry. They’ve significantly invested in esports by providing top-notch technology and hardware support for major tournaments and leagues. 

Their partnership with ESL and other global esports events has contributed to the worldwide development of the gaming industry.

Red Bull

Red Bull participates in esports by offering content creation and event hosting services for esports tournaments and teams. They’re partnered with multiple teams across the esports scene, some of which include OG (Dota 2), and sponsor events like Red Bull Solo Q. 

Twitch

Aside from being one of the most used streaming platforms in esports, Twitch also invests in partnerships with various esports teams, leagues, and tournaments through sponsorship deals and revenue-sharing programs. 

Tencent

Tencent is a significant esports investor, owning Riot Games (League of Legends), Supercell (Clash Royale), and other esports teams and leagues. It has also significantly promoted esports in Asia by organizing large-scale tournaments with extensive prize pools. 

Coca-Cola

Coca-Cola is one of the most popular brands in the world. It has expanded its reach by investing extensively in the gaming industry. Coca-Cola engages with esports fans through content creation, community initiatives, and sometimes partial sponsorship of esports tournaments. 

Esports Sponsorship Ideas

Do you need help with the best ways to promote your sponsor’s product? Here are some of the best esports sponsorship ideas.

Logos/Branding

One of the most efficient ways to market an esports sponsor is to feature brand logos on team jerseys, hats, and other merchandise. 

Naming Rights

Securing naming rights to any esports event, team, or arena is an excellent sponsorship idea. If you can get a pro gaming team to rename their franchise to include your brand, it’ll help expose your brand to a new customer base and amplify your brand’s visibility.

Twitch Partnerships

Twitch is one of the world’s most widely used esports streaming platforms. Brands can partner up with popular Twitch streamers and have them feature the brands during live streams. 

Shoutouts, sponsored segments, and overlays are some of Twitch brand promotion’s most popular use cases.

Sponsored Lives

This refers to a live stream organized by a streamer and endorsed by a sponsor. The streamer can promote the brands during gameplay, use sponsored products, or display the company’s logo during the live stream.

Contests and Giveaways

Streamers usually organize online contests and giveaways that aim to gift a lucky or a set of lucky users a product or service. 

In this case, the brand would sponsor the giveaway, and the gift could be any product or service of the company’s choosing.

Scavenger Hunts

A scavenger hunt is a fun and interactive way to engage and connect with fans while promoting your brand. Brands often offer rewards and prizes to contestants who solve the riddles or clues given at the start of the hunt. This method effectively connects with the community and increases your brand’s visibility. By participating in the hunt, fans have an enjoyable experience while becoming more familiar with your brand, creating a positive association and greater brand awareness.

How to Maintain an Esports Sponsorship Deal

Securing an esports sponsor is just one side of the coin; the other side involves offering continuously valuable services to your sponsor to ensure the continuity of your deal. The following are a couple of ways to maintain an esports sponsorship deal:

Understand Sponsor’s Goals

Understanding your sponsor’s goals is crucial in determining the success of your partnership. If you and your sponsor disagree on the performance, target audience, or marketing objectives, your collaboration will likely be short and unfruitful. 

Deliver on Promises

Adhering to the terms outlined in the sponsorship deal is one of the best ways to cultivate a healthy relationship with your sponsor. Ensure you deliver all promised content, appearances, and promotions. 

Communicate Frequently

Keep your sponsor informed about the progress and results you realize during the sponsorship deal. This can include sharing engagement metrics, interactions, or any other notable successes. 

Integrate your Sponsor’s Products Naturally

While promoting a product for a sponsor, it’s crucial to sound as natural as possible and not sound like you’re stuffing the product in your audience’s face. Engage with your audience as you usually would while integrating the content naturally and engagingly.

Stay Professional

Maintain a constant display of professionalism when dealing with sponsors. Ensure your behavior aligns with the values and image of your sponsor. 

Wrap Up

Securing an esports sponsorship is one of the most critical steps towards building an esports career. It’s important to remember that an esports sponsorship is a mutually beneficial relationship; if you want to develop a long-term relationship with your sponsor, you must continuously reinforce your contributions to the brand.

Following the steps in this guide will position you as a prime candidate for brands looking to invest in your esports endeavors.