TNL ESPORTS BRAND TRACKER 007: FEDEX AND EA SPORTS MADDEN NFL
TNL Take: This one is borderline but I'm going to include it in the TNL Brand Tracker for now.
Outside of the huge presence that McDonalds had during this past weekend's Madden Bowl in Houston, I happened to also notice another big Non-Endemic Brand: FedEx.
FedEx is a NFL partner and has had previous partnerships with Madden including delivering free copies of Madden 17 to unsuspecting fans during this year's launch.
Madden Ultimate Team was also the game mode played in the Madden Bowl and that's another area that FedEx is involved with:
Sponsored rewards has shown to provide effective ROI and positive brand sentiment for years within the gaming space. FedEx was also shown alongside the McDonald's Ultimate Team packs and rewards in game.
In a smart integration, there is a "FedEx Air 7 Ground" Player of the Week in the NFL, which is also part of the Madden 17 promotion and allows players to upload their highlights to be voted on to win.
While this maybe a hybrid of in game/eSports Sponsorship, any Fortune 500 companies investing in the space is a good thing.