TNL Esports Brand Tracker 011: Mercedes-Benz

Formula 1, golf, tennis, stadium naming rights - and now esports.

Since the end of last year, Mercedes-Benz  has sponsored not only traditional sports but also esports as a partner of ESL One. 

After the sponsorship of ESL One Hamburg in October 2017, tournament sponsorship for Mercedes-Benz continues with ESL One in Katowice this past weekend.

In the run-up to the tournament, we spoke with Jens Thiemer, Vice President Marketing Mercedes-Benz Cars, about the success achieved so far and the tournament in Poland.

 

Esports is a huge trend. As a new sponsor in esports, which opportunities do you see for Mercedes-Benz?

Jens Thiemer: First of all, esports is the perfect tool for reaching young people. It is an important piece, which is a big part in our branded entertainment initiatives. It's an enhancement for our brand in reaching and gaining enthusiasm into new target groups and therefore, I think we are very well positioned with our plan to support esports in a substantial way for the future.

How does esports sponsoring differ from traditional sports sponsoring?

Jens Thiemer: Compared to many sport structures you would consider as more traditional – take soccer, tennis or other sports – esports is much more dynamic. Esports is offering us a lot of flexibility, so we don’t find ourselves in a situation where we just act as a pure sponsor. We can act as a real partner. For me, it is one of the perfect examples for being a co-creational partner for big tournaments. We are partnering for example with ESL, which is giving us great possibilities to create real value for the target group.

The collaboration with ESL started last year in Hamburg. How were the first experiences as an esports sponsor?

Jens Thiemer: For us, this was a complete success. Per day, we were not only meeting more than ten thousand fans and of course, we were seeing millions of fans on the streaming portals, but in addition we were able to test out a new activation. We added a new thing: We call it the Mercedes MVP. We honored the best player of the tournament with the fans voting for it and in addition, it was not just the honor which was given to the player, but we also gave a completely new Mercedes-Benz car to the MVP which was highly appreciated as you can imagine.

How did the fans react to Mercedes-Benz’ sponsorship acitvities??

Jens Thiemer: We are one of the very rare companies which is not perceived as the so-called endemic sponsors in that surrounding; we are a completely new player in that field. I was absolutely positively surprised about the very positive feedback we received. I think we are partner on eye level with the esports community. It is amazing how that community gets directly in touch with new partners as us and appreciate its commitment to esports in general.

The first Dota 2 Major tournament is about to take place in Katowice, Poland. How important is this particular tournament for Mercedes-Benz?

Jens Thiemer: Katowice has been the epicentre for European esports for quite a while. That is due to the Intel Extreme Masters which was Europe’s first big esports event ever. With that tournament in the last few years, the city has been building a reputation as a place that is open to modern technology and especially also to youth culture. Katowice has established itself by hosting that tournament for quite a while. Therefore we are very proud to be an additional partner of the first Dota 2 Major tournament in this great city.

A lot of experts see esports as hype that is just beginning. Do you agree with this?

Jens Thiemer: I absolutely agree and Esports is a mass phenomenon.  You see rising figures all around the world, you see enormous prize money, you see millions of viewers on streaming portals and it's just a fascinating platform. I am convinced that one day esports will be bigger than soccer today and it has not reached its fullest potential yet. There will be many more things to come.

Content partnership with Esports Marketing Blog.

TNL Esports Brand Tracker 007: Mountain Dew

TNL Take: Another year and another partnership with Mountain Dew and esports.

ESL and Mountain Dew announced their renewal for the third year of the Mountain Dew League (MDL), which provides new teams a chance to participate in ESL's Pro League. This year will also include 2 new features: “Next Big Caster” and an All-Star Match.

MD3.jpeg

Whereas the MDL provides amateurs a spot in Pro League, “Next Big Caster” will provide the same opportunity for burgeoning casters via an application, audition process and fan voting.

Second, the MDL will also have its first All-Star Match with fans voting for their favorite player.

Ad renewals in an emerging space like esports are always challenging and great to see Mountain Dew come back for their 3rd year.

TNL eSports Brand Tracker 036: General Mills and Yahoo Sports

TNL ESPORTS BRAND TRACKER 036: General Mills

TNL eSports Brand Tracker 037: General Mills (Photo: General Mills)

Yahoo eSports (Photo: Yahoo)

Just as I also mentioned, the Sponsorship will include Branded segments during Yahoo eSports coverage of ESL One New York.

ESL One Coming To Barclay's Center (Photo: Barclay's Center)

ESL had zero sales Brand or real strategy in the US and the Yahoo eSports deal fixes their problem immediately.

Expect a lot of Verizon/AOL/Yahoo/Xbox Brand relationships to take advantage of this new platform.

TNL eSports Brand Tracker 032: Visa and Formula E

TNL ESPORTS BRAND TRACKER 032: Visa

TNL eSports Brand Tracker 036: Visa (Photo: Formula E)

TNL Take: The first EU Financial Services Brand makes the eSports investment with Visa Europe's Sponsorship of Formula E's eSports Pro Series.

This deal makes sense for a few reasons:

/01 CONTENT FIT

Visa has long been associated with Auto Racing and is currently a Sponsor of Formula E's main electric Racing Series. Overlapping that Sponsorship into eSports is a no brainer and they may not even have paid that much.

/02 LIVE EVENTS

Along with sponsoring the live streaming eSports events, Visa gets an opportunity to activate onsite at Racing events as they did recently in London.

Visa London ePrix eSports Event (Photo: Formula E)

/03 DISTRIBUTION

This was more than likely known when the deal was announced in April, but Formula E and Visa also get distribution on UK's 24/7 eSports channel, Ginx TV, through a recent deal.

While those are all good there's one very big challenge.

 

Racing eSports has no audience

 

While I've said this before - and believe this will change over time - it's very challenging to drive viewership for Racing eSports as 2016 is basically Year Zero for the genre.

Here's the audience for a June race:

 

Who was the audience for the London ePrix event when I checked?

Me. 

Racing eSports Lack of Audience (Photo: Twitch)

Racing eSports Lack of Audience (Photo: Twitch)