Dream Team: Cricketers and athletes turn to esports brand deals
It’s a win-win for both as while athletes find relevance in digital age by aligning with esports companies, these brands gain credibility and reach through these collaborations, say experts
While esports have been gaining momentum for years, the partnership between Indian athletes and gaming brands is a relatively new phenomenon. This trend can be seen as a natural evolution of sports marketing, as brands seek to connect with younger audiences who are increasingly engaged with digital culture and gaming.
The convergence of traditional sports and esports in India is creating a new paradigm in the advertising ecosystem. This trend is driven by the growing recognition of esports as a mainstream competitive platform, offering unique opportunities for both athletes and gaming companies.
Virat Kohli has invested in esports and has become a brand ambassador for several esport teams, and his involvement has helped to elevate the profile of esports in India and attract a wider audience. Similarly, badminton champion PV Sindhu has collaborated with gaming companies to promote their products and engage with her fan base. These partnerships demonstrate a growing recognition of the potential synergies between traditional sports and esports, as well as the desire of athletes to connect with younger audiences (and markets) who are passionate about gaming.
Akshat Rathee, Co-founder and MD of NODWIN Gaming, says of the phenomenon, “This crossover is driven by the growing recognition of esports as a mainstream competitive platform, akin to traditional sports. Athletes and sporting celebrities are gravitating toward esports for several reasons. First, the competitive nature of esports resonates with them. The skills, discipline, and strategy required in esports mirror those in traditional sports, making it an attractive space for athletes to engage with and invest in.”
“For esports companies like NODWIN Gaming, partnering with athletes brings a level of credibility and visibility that can accelerate the industry's growth. We've seen this with endorsements like Yuzvendra Chahal's creation of content on the streaming platform Rooter, and participation along with ace cricketers KL Rahul in Oneplus Dominate, which showcases how traditional celebrities are lending their star power to amplify the esports and gaming industry and vice versa,” he adds.
Darrell Fernandes, Senior Vice President - Client Partnerships at White Rivers Media, echoes this sentiment, saying, “The lines between traditional sports and esports are blurring, creating a new era of brand partnerships. Athletes are finding relevance in the digital age by aligning with esports companies, while these companies are gaining credibility and reach through these collaborations. It's a win-win: athletes connect with a younger audience, and esports companies tap into established sports figures."
The financial implications of this trend are significant. While exact figures vary, the esports industry is seeing a substantial increase in ad spend as brands recognize the potential of this growing market. Rathee notes, “Financially, esports companies benefit from attracting sponsorships and advertising deals from brands that might not have previously considered the gaming industry, leading to increased revenue.”
When one looks at other instances, like how KRAFTON India featured Neeraj Chopra in the BGMI Ocean Odyssey 3.3 update, it's clear that these collaborations are mutually beneficial. Athletes and celebrities reach new, engaged audiences, while esports companies gain mainstream credibility and broader visibility.
Rohit Agarwal, Founder and Director of Alpha Zegus, provides insight into the specific dynamics of the Indian market, saying, “While cricket is still the biggest sport in India, cricketers are realizing the impact that gaming is having on a new generation audience. Gamers and gaming events are attracting huge audiences, and are readily making a shift from traditional sports to digital sports.”
Agarwal emphasizes the reciprocal benefits, saying it’s fair game for all. “Cricketers can benefit from gamers by appealing to this new age audience, and building relevance amongst the new lot, while gamers can benefit from the massive popularity and following that cricketers hold. While for one is the route to tap into a younger audience, for the other it's a route to tap into the masses.”
This partnership model is not just about visibility; it's reshaping marketing strategies. Fernandes suggests, “Think live-streaming tournaments featuring top athletes, in-game branding that's more than just a logo, and social media campaigns that resonate with passionate fans. As esports continues to grow, these collaborations offer a unique opportunity for brands to thrive in the digital age.”
Rathee cites the recent partnership of JetSynthesys' Nautilus Mobile with IPL teams like Mumbai Indians, Rajasthan Royals, and Lucknow Super Giants as “a perfect example of how traditional sports entities are exploring new avenues in esports to connect with fans.”
As the lines between traditional sports and esports continue to blur, the potential for innovative marketing strategies and expanded audience reach grows. This symbiotic relationship between athletes and esports companies is not just reshaping the advertising landscape but also redefining how fans engage with sports and gaming content in the digital age.
