Year in Esports: The Rise of Partnerships in 2024
As we reflect on the year 2024 in the world of esports, it’s clear that the landscape has been filled with both triumphs and challenges. Despite the uncertainties that have loomed over the industry, one constant has been the signing of numerous esports partnerships, showcasing the continued growth and evolution of the scene.
While discussions around layoffs, closures, and the sustainability of esports have persisted, organizations have persisted in finding innovative ways to generate revenue. Non-endemic brands continue to forge alliances with esports teams, opening up new avenues for revenue streams.
The past year has witnessed the emergence of high-profile partnerships and sponsorships, with major global brands entering the esports arena. Supermarkets, beverage companies, and even renowned sporting entities have made significant investments in esports, spanning across various sectors.
Team Vitality and ALDI
For French esports organization Team Vitality, the partnership with supermarket chain ALDI holds immense significance. This collaboration not only introduces a mainstream brand to esports but also serves a specific purpose that resonates with audiences.
Team Vitality renewed its partnership with four companies at the start of 2024, including ALDI. The focus of this partnership was on Team Vitality’s League of Legends women’s roster, Rising Bees, aiming to enhance the team’s reach beyond its home country.
In a further move in October, Team Vitality and ALDI joined forces to address toxicity towards women in gaming and promote diversity in esports. The collaboration led to the creation of a video, ‘Des Failles dans La Faille,’ featuring Rising Bees players discussing their encounters with misogyny in the gaming and esports realms.
ALDI initially partnered with the organization in 2021 and has since ramped up its collaboration with Team Vitality, culminating in the co-production of the impactful video.
MAD Lions KOI strikes Pepsi partnership
Despite a trend of fewer major brands entering esports, the collaboration between MAD Lions KOI and beverage giant Pepsi marked a refreshing development in the industry. In August, Spanish esports organization MAD Lions KOI announced a partnership with Pepsi, signaling a new chapter in their journey.
Alongside its partnership with MAD Lions KOI, Pepsi also ventured into a collaboration with The Esports World Cup, enhancing its footprint in the esports ecosystem.
FIFAe partners with Sports Interactive and Psyonix
In a groundbreaking move, FIFA announced key partnerships with Sports Interactive and Psyonix in June, reshaping the landscape of esports and paving the way for the FIFAe World Cup’s return. National teams will now compete in Rocket League, bridging the gap left by FIFA’s transition to the EA FC moniker.
LCS locks in multi-year AT&T partnership
A significant deal was struck between LCS and AT&T, solidifying a multi-year partnership that brought exclusive behind-the-scenes content to viewers. AT&T’s presence extended to being the primary sponsor of the LCS Fan Fest, with its branding integrated into broadcasts and live events.
Esports Awards partners with Esports World Cup
The alliance between Esports Awards and Esports World Cup culminated in the hosting of an awards ceremony during the EWC in Riyadh. While the partnership faced scrutiny due to geopolitical concerns, Esports Awards assured its independence in the award nomination and adjudication process.
The IOC partners with Saudi NOC for Olympic Esports Games 2025
The International Olympic Committee’s collaboration with the Saudi NOC marked a significant milestone in the realm of esports, with plans for a multi-title esports competition culminating in the 2025 Olympic Esports Games in Saudi Arabia. Driven by Vision 2030, the partnership reflects Saudi Arabia’s commitment to societal and economic transformation.
Movember campaigns
Movember initiatives took center stage in esports, with organizations like BIG and BLAST joining forces to raise awareness and funding for men’s health issues. Campaigns focused on mental health, prostate cancer, and testicular cancer, engaging audiences in critical conversations around men’s well-being.
FURIA partners with Crunchyroll for My Hero Academia merch line
In a unique collaboration, FURIA teamed up with Crunchyroll to launch a merchandise line inspired by My Hero Academia. The partnership showcased the intersection of esports and pop culture, catering to a diverse audience of fans.