TNL Esports Brand Tracker 006: State Farm

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State Farm will sponsor the 2018 NA LCS, World Championship, Mid-Season Invitational, and All-Star Event.  In addition, there's also a State Farm Analyst desk offering expected analysis and play breakdowns. 

Anytime a traditional sports brand enters esports is a win for the space and future ad deals.

TNL Esports Brand Tracker 003: Snickers

TNL Take: Snickers has long been involved with gaming sponsorships and has had a strong relationship with EA Madden NFL going back to the 2010 game.

Snickers In EA Madden NFL 15 (Photo: EA Sports)

Snickers In EA Madden NFL 15 (Photo: EA Sports)

Snickers has also been partnering on the mobile gaming side of things with another integration in this years EA Madden NFL 18 Mobile.

Snickers In EA Madden Mobile 18 (Photo: EA Sports)

Snickers In EA Madden Mobile 18 (Photo: EA Sports)

EA Madden NFL Club Series (Photo: EA Sports)

EA Madden NFL Club Series (Photo: EA Sports)

Snickers and FlyQuest Sports (Photo: FlyQuest Sports)

Snickers and FlyQuest Sports (Photo: FlyQuest Sports)

The sponsorship includes all of FlyQuest teams and is made up of several elements including:

  • Jersey placement
  • Team House presence
  • MVP of the Match
  • Onsite fan activations
  • Branded content
  • Weekly Fan Voting

Interesting that Snickers Sr. Brand Manager Michael Italia said that they were looking for teams "committed to League of Legends and Rocket League".

Now that teams are locked for the NA LCS, we will hopefully see more unique brand integrations to come.

TNL Esports Brand Tracker 002: Coca-Cola

TNL Take: Coca-Cola continues its tradition of esports brand integration by working again with publishers and theaters to hold viewing parties. They have previously done this for the League of Legends Finals and the Overwatch launch.

This year Coca-Cola partnered with publisher Hi-Rez Studios for the Smite 2018 Championship which occurred this past Sunday.

Coca-Cola Smite Viewing Party (Photo: Regal Cinemas)

Coca-Cola Smite Viewing Party (Photo: Regal Cinemas)

Two interesting points on this partnership. Previously, there had been a minimum number of tickets that needed to be purchased for the esports event to happen. After checking a few of the theaters, this requirement has been removed for the Smite Championship.

Second, the swag that was given out previously were branded cups or thundersticks.

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For this partnership, Coca-Cola and Hi-Rez will be giving out thundersticks in addition to exclusive digital items that were given to those that attended Hi-Rez's expo last week. This is super smart to include the same exclusive items for those that weren't able to travel to the expo.

I'd expect going forward, Coca-Cola and their publisher partners will continue to push both physical and digital goods with their their viewing parties.

TNL eSports Brand Tracker 041: Coca-Cola and League of Legends

TNL ESPORTS BRAND TRACKER 041: Coca-Cola

TNL eSports Brand Tracker 041: Coca-Cola (Photo: Coca-Cola)

TNL eSports Brand Tracker 041: Coca-Cola (Photo: Coca-Cola)

TNL Take: After Coca-Cola’s most recent partnership with ESWC in France - which was just bought - their next Sponsorship is back with one of their original eSports partners, Riot and League of Legends.

Somewhat similar to Coca-Cola’s deal with Blizzard for the Overwatch launch, fans will be able to watch the 2016 League of Legends Finals in theaters nationwide.

While Overwatch’s content wasn’t exclusive, fans will be able to watch the Finals with their community and get some free Coke swag as well.

Coca-Cola League Of Legend Cups (Photo: Coca-Cola)

The twist in this partnership is that theaters won’t actually hold the 2016 League of Legends viewing event unless a minimum number of tickets are sold.

This allows individual theaters to essentially decide if eSports or a regular viewing would make them more revenue. 

Coca-Cola 2016 League Of Legends Finals Viewing Party (Photo: Tugg)

I checked a few of the Theaters in the NYC area and most of them have between 75-125 tickets still remaining.

My guess is that 200 tickets sold is the baseline.

Hopefully we will get some numbers on the promotion post launch but great to see Coca-Cola activate in another eSports title.