TNL Esports Brand Tracker 010: T-Mobile

TNL Take: Another big win for Activision-Blizzard's Overwatch League in securing T-Mobile as a brand partner.

T-Mobile isn't new to the space and has made several esports investments over the past few years including:

For Overwatch League, T-Mobile becomes the official wireless carrier for multiple years and will include the exclusive title sponsor of the Regular Season MVP, Finals MVP awards and branded content.

TNL eSports Brand Tracker 013: Old Spice and Rocket League Season Sponsorship

TNL ESPORTS BRAND TRACKER 013: Old Spice and Rocket League Season 3 Sponsorship

Old Spice Sponsors Rocket League Season 3 (Photo: RLCS Twitter)

Old Spice Sponsors Rocket League Season 3 (Photo: RLCS Twitter)

In the gaming community, Old Spice is known for their wacky advertising. Their last campaign, "Nature Adventure," had Old Spice strapping a camera on a guy and leaving him in the woods for a few days, where he was instructed to follow TwitchTV chat commands.

I retroactively feel bad for him already.

Really, just watch this (Video: YouTube)

In early Feburary, Old Spice launched their sponsorship of the Rocket League Championship Series (RLCS). With that, they join Brisk as the second non-endemic sponsor of the league.

Outside of the normal in-game branding, the the sponsorship also has a "Player of the Week" feature showcasing the top highlights. While it doesn't seem like Old Spice's usual zaniness, it's still a fun step for the brand.

Don't Smell Yourself Short! (Photo: Twitch)

Don't Smell Yourself Short! (Photo: Twitch)

One thing that would have been cool to see given the other thing that Old Spice is known for: Terry Crews.

Terry has getting heavily involved in the gaming space for the last few months - between his fan-driven fight to voice heavily anticipated Overwatch character Doomfist (!?!), to hyping up another game that he loves to play with his son:

14.5M views on his Facebook livestream (Terry Crews' Facebook page, https://www.facebook.com/realterrycrews/videos/1186457948041229/)

14.5M views on his Facebook livestream (Terry Crews' Facebook page, https://www.facebook.com/realterrycrews/videos/1186457948041229/)

What could the future look like for Old Spice?

It would be great to see Old Spice give Terry an outlet for his passion, he's obviously a few huge fan of these games and the more importantly: involvement with the community. 

Psst.....Old Spice.....Overwatch. You could have so much fun with it.

Terry Crews' Playing Rocket League (Photo: YouTube)

Terry Crews' Playing Rocket League (Photo: YouTube)

What could this look like? Actually, a few months ago Old Spice ran a Brazilian Overwatch tournament featuring wacky antics and (to a lesser extent) Terry Crews.

Literal safari costumes. (Photo: IGNBR TwitchTV Channel)

Literal safari costumes. (Photo: IGNBR TwitchTV Channel)

Well, they didn't really get Terry Crews but...

Very reminiscent of the "Shaq-Face" that Turner's ELEAGUE uses (Photo: Twitch)

Very reminiscent of the "Shaq-Face" that Turner's ELEAGUE uses (Photo: Twitch)

This seemed to be a hit over in Brazil.

 

Let's get something similar up and running in the States, Old Spice.