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Activision Blizzard teams up with Nielsen to value Esports brands

Niji Ng

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Photo credits: www.thestar.com
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Activision Blizzard, a California-based video game publisher, has announced its deal with Nielsen, the global measurement and data analytics company,  to track and value esports brand investments.

Nielsen will utilise the same methodology that it deploys for tracking traditional sports brands to assess brand exposure in Activision Blizzard esports events across different titles, formats, and geographic locations. The company will begin tracking with Blizzard Entertainment’s Overwatch League, Overwatch World Cup, and Overwatch Contenders this year, along with Activision’s Call of Duty World League. It will then expand to other esports programmes in 2019.

The global Esports economy is estimated to reach $906 million this year, according to research company Newzoo. The majority of this revenue (77%) will come directly via sponsorships and advertising – that is, from endemic and non-endemic brands investing in the industry – and indirectly via media rights and content licenses. According to Newzoo, the companies will spend $694 million in 2018, a 48% increase from last year.

“As esports continues to mature and reach its potential as a stand-alone business, we’re determined to lead the way and develop best practices for brands and advertisers,” said Pete Vlastelica, CEO of Activision Blizzard Esports Leagues. “We’re excited to partner with the most experienced and respected measurement service in Nielsen and continue building on our foundation of the best esports leagues in the world.”

Source: variety.com

Niji has been in the writing industry for well over a decade or so. He prides himself as one of the few survivors left in the world who have actually mastered the impossible art of copy editing. Niji graduated in Physics and obtained his Master’s degree in Communication and Journalism. He has always interested in sports writing and travel writing. He has written for numerous websites and his in-depth analytical articles top sports magazines like Cricket Today and Sports Today. Besides reporting industry headlines from all around the globe, Niji is also head of the content management team at Impressions Content Management, based in Kerala, India, which offers writing and editing services to clients around the world.

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Esports organisation Fnatic signs sponsorship deal with smartphone maker OnePlus

Niji Ng

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Esports organisation Fnatic signs sponsorship deal with smartphone maker OnePlus
Photo Source: fnatic.com
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UK-based eSports developer Fnatic has signed a sponsorship agreement with smartphone make OnePlus. As per the agreement, OnePlus will be a jersey sponsor and OnePlus will replace “Fnatic” on the front of jerseys.

This is Fnatic’s first playing jersey sponsorship deal in its 14-year history.

The tenure of the deal is not yet confirmed, but it is believed to be a “long-term” sponsorship deal. Designs for the jerseys were revealed at the organisation’s “Legends in Action Live” event in Berlin.

The event also served as a way for fans to get to know Fnatic’s League of Legends roster before the League of Legends European Championship (LEC) begins on January 19. Fnatics is one of 10 teams to take part in the LEC in its first year since being rebranded from the European LoL Championship Series.

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Kia teams up with League of Legends

Niji Ng

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Kia teams up with League of Legends
Photo Source: dexerto.com
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Kia Motors Corp., South Korea’s No. 2 carmaker and part of Hyundai Motor Group, is going to team up with the megahit online game “League of Legends” (LoL) to support a tournament in Europe. The automobile company has signed a deal with Riot Games, the producer of League of Legends. As per the deal, Kia will be the sole sponsor from the automobile segment for the European league championship.

The multiplayer online battle arena game has some 150 million users logging on every month and is one of the most popular e-games in the world at present. Its 14 leagues, which are run every year, attract huge numbers of players and viewers, and generate considerable publicity.

Kia, in particular, said the European league drew in some 81 million viewers in the 2018 season.

Under the official partner contract, the South Korean carmaker can display its corporate logo, secure tickets that can allow people to watch the game live and set up its own booth at the championship game.

“The LoL agreement is a good opportunity for Kia to get young people to become better aware of the Kia brand and better communicate with the company,” a corporate representative said.

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Cloud9 Welcomes New Partner Puma For 2019 LCS Spring Split

George Miller

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Cloud9 Welcomes New Partner Puma For 2019 LCS Spring Split
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Cloud9 announced a thrilling new partnership with PUMA for Cloud9’s North American League of Legends Championship Series (NA LCS) team for Spring Split. The signing is the largest esports deal to date for PUMA, and is also a milestone, being a first-of-its-kind apparel partnership for Cloud9.

With this agreement, PUMA becomes the Official Apparel and the Official game-day Pants and Shoes provider of the Cloud9 LCS team. The LCS team now joins other elite organizations such as AC Milan, Borussia Dortmund, Scuderia Ferrari and Red Bull Racing, in being proud PUMA partners. Viewers worldwide will see Sneaky, Licorice, and all members of the LCS rosters in premiere PUMA gear week in and week out.

“Esports are becoming increasingly popular with our consumers, so this is a very exciting deal for us,” said Adam Petrick, PUMA’s Global Director of Marketing. “Cloud9 is poised to have a great LCS season, and we’re grateful for the opportunity to be a part of it. We look forward to working with the Cloud9 team to make sure their players look as stylish off-stage as they do on-stage.”

“We can’t think of a better way to kick off 2019 than with this incredible apparel partnership with PUMA,” said Jack Etienne, Cloud9 CEO & Owner. “PUMA is recognized throughout the world, and having Cloud9 join PUMA’s roster of cultural phenomenon denotes an exciting new chapter for our organization. All of us are looking forward to what we’ll create with this partnership, and how good we’ll look while doing it.”

 

About PUMA:

PUMA is one of the world’s leading sports brands, designing, developing, selling and marketing footwear, apparel and accessories. For 70 years, PUMA has relentlessly pushed sport and culture forward by creating fast products for the world’s fastest athletes. PUMA offers performance and sport-inspired lifestyle products in categories such as Football, Running and Training, Basketball, Golf, and Motorsports. It collaborates with renowned designers and brands to bring sport influences into street culture and fashion.

The PUMA Group owns the brands PUMA, Cobra Golf and Dobotex. The company distributes its products in more than 120 countries, employs more than 13,000 people worldwide, and is headquartered in Herzogenaurach/Germany.

 

About Cloud9:

Founded in 2013, Cloud9 has grown to become one of the most recognizable esports organizations in the world. With championships industry-wide, unmatched viewership hours, and extensive benefits packages for players and staff, Cloud9 prides itself on being the best in all categories. At this time, Cloud9 fields professional teams in League of Legends, Counter-Strike: Global Offensive, Overwatch, Fortnite, Hearthstone, Super Smash Bros Melee, Clash Royale, Rules of Survival, Rocket League, and PLAYERUNKNOWN’S BATTLEGROUNDS. To find more information about Cloud9, visit https://www.cloud9.gg.

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