The owners of major fashion brands are constantly keeping an eye on new platforms and avenues to promote their products. They couldn’t overlook the thriving esports industry, which boasts a massive army of fans. Nowadays, an increasing number of clothing, beauty, and automotive brands are integrating themselves into the world of esports. What benefits does esports derive from these collaborations, and how do these partnerships prove advantageous for major companies?
The automotive industry in esports
Mercedes was one of the pioneers to venture into esports. The company collaborated with tournament operator ESL and offered their cars as prizes at Dota 2 majors. Over the years, Virtus.Pro players found themselves behind the wheels of three different Mercedes vehicles. Other companies, across various disciplines, also frequently gave away cars as prizes, including Ferrari, Hyundai, and Ford.
In 2019, Japanese automaker Nissan started collaborating with two teams simultaneously – OpTic and FaZe. Other automotive companies joined the esports market the following year, including Lamborghini, BMW, Audi, and Haval. The latter is known for its partnership with VP. In the same year, Kia Motors became the partner of the Rogue team in League of Legends, following its sponsorship of the European league two years prior.
Beauty will save the World
Cosmetic brands are also paying attention to gaming and esports competitions. One standout company in this regard is MAC. In 2019, they released eyeshadows and lipsticks inspired by the popular Chinese mobile MOBA game, Honor of Kings. MAC also sponsors esports tournaments alongside beauty brands like Sephora and L’Occitane. Another notable brand is Benefit, which initiated a collaboration with Gen.G. Prominent players from this esports organization now host broadcasts under the brand of Benefit.
Sportswear giants take the lead
There is an abundance of clothing brands associated with esports, which is unsurprising given the predominantly young audience. The following companies have made integrations into esports:
- Nike
- Puma
- Adidas
- Champion
- Louis Vuitton
- K-Swiss
- Moschino
This is not an exhaustive list of all the brands involved in the industry. Integrations go beyond mere collaboration and support, often resulting in joint product releases that include not only apparel but also accessories. Many of these products can be seen at esports tournaments.
Conclusions and summary
Esports opens up opportunities for major brands to connect with the gaming community. Its vast audience makes it appealing to companies from various categories, actively expanding worldwide. Consequently, fashion brands have the potential to boost their revenues.
Stereotypes about computer games and the people who spend time playing them have significantly diminished. Video games have become a commonplace form of entertainment, and esports sets the trend, attracting additional financial investments for its development.