TNL ESPORTS BRAND TRACKER 031: Audi and 24 Hours of Le Forza
TNL Take: Auto is enormous in terms of Ad spend estimated at ~$9B in 2016 for Digital alone.
This doesn’t even include the accessories category either like Turtle Wax who have already sponsored OpTic Gaming.
Auto Brands have been reluctant to make the investment in eSports to date.
However, we're now starting to see a few Auto and related Brands testing the waters.
Both Audi and Michelin had sponsorships tied to the famous 24 Hours of Le Mans racing event and we'll begin with Audi.
Perfect tie in with Audi's larger history with Le Mans and a great first entry into eSports.
My recommendations for Auto Brands considering eSports:
/01 Just Jump In
One day’s worth of TV spend would more than enough cover a test of the space with a prime, engaged audience.
/02 Don’t Focus on Racing Alone
It makes complete sense to attach yourself to Auto content for your first run — no pun intended. The challenge there is that the viewership is currently not that high.
Football, Basketball, Baseball, and Hockey aren’t auto related but provide engaging content and the right audience for Auto Brands.
eSports provides the same.