TNL eSports Brand Tracker 017: Spectrum and Madden Pro Team Club Series

TNL ESPORTS BRAND TRACKER 017: SPECTRUM AND MADDEN CLUB SERIES

Spectrum Video Ad During Madden Pro Team Club Series (Photo: YouTube)

Spectrum Video Ad During Madden Pro Team Club Series (Photo: YouTube)

TNL Take: Charter has been scaling up their involvement in traditional sports, especially due to their acquisition of brands with past sports sponsorships.

As a partner of the Kansas City Chiefs, Time Warner Cable worked with the NFL franchise to create a “Hall of Honor” within Arrowhead Stadium. With Time Warner Cable’s acquisition of Charter, which is now under the Spectrum Brand...

Rotating banner advertisement (Photo: YouTube)

Rotating banner advertisement (Photo: YouTube)

Spectrum is everywhere, even eSports.

Spectrum Replay Advertisement (Photo: YouTube)

Spectrum Replay Advertisement (Photo: YouTube)

They should be within eSports as a large amount of their rights to broadcast traditional sports events is a natural connection.

Spectrum Countdown Advertisement (Photo: YouTube)

Spectrum Countdown Advertisement (Photo: YouTube)

While their involvement in the Madden Club Series wasn’t huge, it’s still an interesting step.

Spectrum Placement In Player Camera (Photo: Kansas City Chiefs)

Spectrum Placement In Player Camera (Photo: Kansas City Chiefs)

With ATT's acquisition of Time-Warner (home to Turner's ELEAGUE) last year, there's precedence for more cable providers to enter the eSports space.

TNL eSports Brand Tracker 014: NOCO and Madden Pro Team Club Series

TNL ESPORTS BRAND TRACKER 014: NOCO AND MADDEN CLUB SERIES

NOCO (Photo: NOCO)

NOCO (Photo: NOCO)

TNL Take: Let’s try this exercise again. NOCO. Who are they, what do they do, don’t use Google?

Nothing? No idea? Perfect, they have a great opportunity then.

For reference, NOCO is a long-time partner of the Buffalo Bills - they’re an energy company that also runs a series of convenience stores in the Northeast USA/Canada area.

Rotating banner advertisement (Photo: Youtube)

Rotating banner advertisement (Photo: Youtube)

 There really wasn’t much done with the brand during the Buffalo Bills Madden Club Series Championship except the banner advertisement (Above) and logo on a bracket (Below).

Bracket advertisment (Photo: Youtube)

Bracket advertisment (Photo: Youtube)

Not even a verbal mention of the brand by either of the commentators. Former Bills player turned CBS analyst Steve Tasker was on location - why not have him run down to a NOCO store or something?

As always, great to see another new Brand enter eSports and hopefully a test for a deeper sponsorship next time.

TNL eSports Brand Tracker 011: Gillette and Madden Club Series

TNL ESPORTS BRAND TRACKER 011: GILLETTE AND MADDEN CLUB SERIES

Madden Club Series Patriots Championship (Photo: Patriots Website)

Madden Club Series Patriots Championship (Photo: Patriots Website)

“The Madden Club Series, presented by Gillette!”

Bob Socci, host of the Patriots Club Series Championship (Photo: Youtube)

Bob Socci, host of the Patriots Club Series Championship (Photo: Youtube)

This is probably the cheapest it will cost a company to get Bob Socci, the “Voice of the Patriots,” to scream out a Brands name multiple times for FIVE hours. 

While Gillette also sponsors the stadium, just like CenturyLink sponsors the Seahawk’s stadium, Gillette really seems to be using the Patriots’ Madden Club Series qualifier to push the brand, rather than the stadium.

They have their logo on every single screenshot of this qualifier.

Rotating banner advertisement (Photo: Youtube)

Rotating banner advertisement (Photo: Youtube)

Drive of the Game (Photo: Youtube)

Drive of the Game (Photo: Youtube)

Don’t believe me?

Lower Thirds advertisement (Photo: Youtube)

Lower Thirds advertisement (Photo: Youtube)

Commentators information advertisement (Photo: Youtube)

Commentators information advertisement (Photo: Youtube)

Player camera advertisement (Photo: Youtube)

Player camera advertisement (Photo: Youtube)

Match information advertisement (Photo: Youtube)

Match information advertisement (Photo: Youtube)

No other brand had ever advertised on this screen during any Club Series Championship.

Player breakdown advertisement (Photo: Youtube)

Player breakdown advertisement (Photo: Youtube)

Even before the matches began, Gillette was present. 

Match countdown advertisement (Photo: Youtube)

Match countdown advertisement (Photo: Youtube)

The Patriots and Gillette had probably the deepest integration of any Brand in the Club Series along with their other partners, Friendlies and Buffalo Wild Wings.

 

Well played Pats.

TNL eSports Brand Tracker 007: FedEx and Madden NFL

TNL ESPORTS BRAND TRACKER 007: FEDEX AND EA SPORTS MADDEN NFL

TNL eSports Brand Tracker 007: FedEx and EA Sports Madden NFL (Photo: EA Sports)

TNL Take: This one is borderline but I'm going to include it in the TNL Brand Tracker for now.

Outside of the huge presence that McDonalds had during this past weekend's Madden Bowl in Houston, I happened to also notice another big Non-Endemic Brand: FedEx.

FedEx is a NFL partner and has had previous partnerships with Madden including delivering free copies of Madden 17 to unsuspecting fans during this year's launch.

Madden Ultimate Team was also the game mode played in the Madden Bowl and that's another area that FedEx is involved with:

FedEx and Madden Ultimate Team (Photo: EA Sports)

Sponsored rewards has shown to provide effective ROI and positive brand sentiment for years within the gaming space. FedEx was also shown alongside the McDonald's Ultimate Team packs and rewards in game.

In a smart integration, there is a "FedEx Air 7 Ground" Player of the Week in the NFL, which is also part of the Madden 17 promotion and allows players to upload their highlights to be voted on to win.

FedEx Air & Ground Plays of the Week (Photo: EA Sports)

While this maybe a hybrid of in game/eSports Sponsorship, any Fortune 500 companies investing in the space is a good thing.