- By Max Freeman

As the Esports World Cup tournament in Riyadh has reached its conclusion with growing buzz around increasing viewership it is important that we stop and take note of an emerging market in the sports landscape. With the popularity and profile of esports accelerating every year, it is vital for potential partners to understand the commercial opportunities that may exist within the world of esports. Large tournaments such as the Esports World Cup may not always be broadcast on traditional mediums, however their online streams attract eyeballs from around the globe. These esports fans are unique in the sporting world as YouGov Sport data shows that more than half (54%) of all esports fans in Australia are aged 34 or under, more than double that of general sports fans (25%).

Reflecting their younger age profile, esports fans tend to live online, with a much higher daily internet usage than traditional sports fans:

Approximately half of esports fans are spending more than 3 hours a day using the internet in its various forms.

And conversely, esports fans are spending less time watching TV than sports fans:

Given the fact that esports fans are heavy internet users and relatively less likely to be heavy television consumers, it may seem odd that a broadcaster such as Channel 7 would seek to secure exclusive broadcasting rights for the tournament. A quote from Seven West Media Chief Digital Officer, Gereurd Roberts, helps to elucidate the why behind the decision:

“By broadcasting the Esports World Cup 2025 on 7plus Sport, we’re connecting Australians with a global phenomenon that’s redefining sport.”

There are two crucial elements here: That the broadcast is digitally streaming exclusively through the 7plus platform, and that sports and the broadcast industry as a whole are currently in the process of being redefined.

Broadcasters and sponsors are demonstrating their understanding that the younger market no longer lives in traditional spaces. Channel 7 no longer competes against only Channel 10 and Channel 9, they compete against Netflix, YouTube, and Twitch.

Partner brands too need to consider the ecosystem they are in, and the digital nature of younger consumers and competitors. The esports audience is highly digital, and strategies used to connect with sports fans in the past may no longer be relevant. Brands that are looking to engage with a younger audience will need to create digital engagement channels to reach esports fans.

One such brand is the airline, Saudia, which was recently announced as the official Airline Partner for the EWC. Group Chief Marketing Officer at Saudia, Khaled Tash, has also referenced the opportunity to engage with a younger audience as a reason to partner with the EWC: “esports offers a powerful platform to engage Gen Z and Millennial audiences. Through this partnership, we are deepening our connection with these digitally native travellers in ways that are relevant and meaningful to their lifestyles.” Clearly, the uniquely younger audiences for esports and the EWC are a powerful factor contributing to the increasing relevance and financial viability of the sport.

Meeting esports fans where they live can be effective for brands. A key advantage to digital engagement methods is the ease of which potential customers can engage with and follow up on advertisements and activations. YouGov data shows that esports fans are much more likely to take actions to follow up on sponsorships that they have noticed:

A key aspect here is that almost half of sports fans (45%) report not taking any actions after noticing a sponsorship, merely consuming it passively. Compared to esports fans (15%) who are far more likely to take a positive action and engage with a sponsor brand.

This positivity also extends to esports fans’ attitudes:

Compared to sports fans, esports fans are much more receptive to partnerships, with a higher rate of partner recall (65% vs 44%), more positive feelings to partners (70% vs 46%), and more likely to be customers of partners (68% vs 38%). Esports fans are much more likely than sports fans to recall partners of their favourite leagues, to have more positive feelings towards those partners, and to buy products from the partners. Thus, esports leagues and teams can be great resources for brands looking to expand their customer base.

Image Credit: RDNE Stock Project via Pexels