TNL eSports Brand Tracker 005: Ford Fuels Forza

TNL ESPORTS BRAND TRACKER 005: Ford Fuels Forza eSports

(Photo: Forza)

(Photo: Forza)

TNL Take: The Auto category continues it's investment in eSports and is clearly the dominant new Ad vertical this year.

Ford, Forza and supporting partners Logitech and Michelin are teaming with ESL to run a series of tournaments with the winner getting a 2017 Ford Focus RS.

Parts of the tournament will be broadcast on Twitch and won't drive much viewership - but I don't think that's super critical here.

More importantly, at its core, there are key components that help fuel every part of the ecosystem:


  • Brand (Ford): Perfect integration and will definitely see solid ROI vs. other car giveaways.


  • Publisher (Microsoft): Their game. Their platform.


  • League (ESL): Showcase a top Brand the opportunity on their platform.


  • Audience: Last and potentially most important of all, it involves the amateur level of eSports play and anyone can participate.


The previous point on amateur play will get a lot more important to eSports going forward.


You gotta have some seeds to grow the garden.


Eventually the Auto Brands will need to experiment in something different than the Racing genre but again a good start and another big name to the TNL Brand Tracker.


So far in 2016, we've seen Auto related Brand investment from Ford, Audi, Michelin, Turtle Wax and previous sponsors Geico and Nissan.


*Ford did do a small event around Le Mans 2016

(Photo: Forza)