TNL Esports Brand Tracker 012: Lionsgate

Global content leader Lionsgate announced a partnership with the Los Angeles Valiant of Blizzard Entertainment’s Overwatch League to promote season three of the Starz Original Series Ash vs Evil Dead.

The partnership, which will see Ash vs Evil Dead become the Valiant’s sole and exclusive jersey sponsor through at least Stage 2 of the inaugural season of Overwatch League.

Ari Segal, LA Valiant’s President and COO said, “Ash vs Evil Dead is a content property that is highly contextual to gaming and to our core demo and fan base. By creating truly unique, money-can’t-buy experiences for our fans around that property, we elevate the fan experience to something that aims at more than merely being a fan of a team; instead, we’re building a real community of people that activates around not only the Valiant, but also other properties or events from which it derives value and enjoyment.”

Peter Levin, the LA Valiant’s Chairman and Lionsgate’s President of Interactive Ventures, Games, and Digital Strategy, continued, “The Valiant’s audience, the audience for Overwatch League and esports generally, is one of the most elusive and yet highly sought after demographics. At both Lionsgate and the LA Valiant, we continue to think three dimensionally about how to reach and authentically connect with that constituency.”

As part of the sponsorship, Valiant fans will be given unprecedented access to Ash vs Evil Dead experiences, including exclusive screenings at Lionsgate’s studios in Santa Monica, Q&A/AMAs with creative voices behind the franchise, meet-and-greets, and more.

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LA Valiant CEO Noah Whinston added, “This jersey sponsorship is a message to our fans that we will continue to work with partners and brands that look to add value to the fan experience. Lionsgate is completely aligned with us on this philosophy, as evidenced by this landmark partnership, and we will continue to create and integrate brands, events, and content to push the frontier of how teams create differentiated and lasting connections.

The new Ash vs Evil Dead-sponsored jerseys debuted in competition during the first week of Overwatch League’s Stage 2.  The third season of Ash vs Evil Dead will premiered Sunday, February 25, 2018, on Starz.

[Edit: The premiere reached 220,000 viewers and a slight drop from last year which can most likely be attributed to going head-to-head against The Walking Dead. 

The second episode dropped further with 171,000 viewers and shows the challenges of going up against the #1 cable rated show for the day. For perspective, The Walking Dead reached over 6 million viewers]

Content partnership with Esports Marketing Blog