TNL eSports Brand Tracker 004: Audi and Astralis

TNL ESPORTS BRAND TRACKER 004: AUDI AND ASTRALIS

TNL eSports Brand Tracker 004: Audi and Astralis (Photo: Astralis)

TNL eSports Brand Tracker 004: Audi and Astralis (Photo: Astralis)

Astralis Sneak Preview Tweet (Photo: @mannyanekal Twitter)

Astralis Confirms Audi Partnership (Photo: Astralis)

While few details of the partnership have been revealed, the team and Athlete's Social Media accounts have been doing plenty of promotion with Astralis even being chauffeured to this weekend's ELEAGUE Major in the Audi Q7:

Astralis Rolling In The Audi Q7 To The ELEAGUE Major (Photo: Astralis)

There were also some rumors of a $750,000 price tag.

I'm calling BS on that number.

Currently the partnership is only for the current ELEAGUE Major and DreamHack Las Vegas next month. Considering this deal came through Audi Denmark and looks to be a very short promotion, the $750,000 figure is way too high.

This isn't Audi's first foray into eSports either having sponsored the 24 Hours Of Le Mans event last year.

In The Next Level 012, I analyzed how Auto Brands have been reluctant to sponsor eSports.

The last Auto and eSports team Sponsorship was between Nissan and Team Curse/Team Liquid which started in 2013 - but no longer.

As more Auto Brands like Audi, Ford, Hyundai, Michelin, Mobil1, Uber, and Turtle Wax continue to invest in eSports, hopefully 2017 will bring more into the eSports ecosystem.

TNL eSports Brand Tracker 031: Audi and 24 Hours of Le Forza

TNL ESPORTS BRAND TRACKER 031: Audi and 24 Hours of Le Forza

TNL eSports Brand Tracker 031: Audi (Photo: Audi)

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.

Auto Category eSports Investment (Photo: The Next Level)

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.

TNL eSports Brand Tracker 031: Audi (Photo: 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.