More than a patch: how esports sponsorships are evolving
A logo on a jersey might still buy visibility, but it no longer wins people over. In esports, where fans are quick to spot superficial sponsorships, the old playbook is starting to look dated. Brands now need to do more than just appear; they need to add something, whether that is entertainment, access, better content, or a genuine contribution to the scene itself.
In this Q&A, Kelly Sanders, Head of Strategy at Thunderpick, talks about what brands are now looking for from esports sponsorships, why operator-led events can sometimes deliver more than traditional partnerships, and how betting companies are trying to build trust in a space with little patience for empty branding.
Q. Esports sponsorship has matured quickly over the past decade. What are brands looking for today that they were not prioritising a few years ago?
With so many influencers, activations and partnerships, reputation and long-term relationship building matter more than ever. Brands and fans want collaborations that fit naturally into the existing ecosystem, with experiences that do not feel forced, so they can build trust with their audiences.
The most effective partnerships are the ones doing something memorable and meaningful. More importantly, they need to follow through over the long term, rather than relying on the mass-volume style marketing we used to see.
Q. What kinds of partnerships or activations are proving most effective in building genuine engagement with esports audiences?
The slap-a-patch-on-it-and-call-it-a-day era is definitely over. We are now at a stage where content is king. The brands seeing the most success are creating content that gives audiences something more.
A strong example would be behind-the-scenes footage or player-led content. Giving fans a deeper look into a player or team’s lifestyle helps them feel connected and part of the brand as it grows. That is where engagement starts to build long-term value.
Q. Thunderpick has invested heavily in tournaments such as the Thunderpick World Championship. What advantages do operator-led events bring compared with more traditional sponsorship models?
Operator-led events give fans a much more natural experience. You know who is watching, who is taking part, what they care about, and what will get them more excited. It just makes sense.
Traditional sponsorship models can often feel like the uninvited guest, or a quick cash grab, and that is very easy to detect, especially within esports.
When it is their own platform, operators can invest directly back into the ecosystem. With the Thunderpick World Championship, we are able to contribute to larger prize pools and create opportunities that attract top-tier teams and players. Strong prize pools raise the level of competition, and that benefits fans, players and the wider esports scene.
Q. Betting brands entering esports have sometimes faced scepticism from parts of the community. What approaches have proven most effective in building trust and legitimacy with fans?
Esports has grown quickly and, as a result, we have seen teams and organisers struggle to continue because of cost. That means betting brands can play an important role in helping to keep parts of the ecosystem sustainable. The biggest sources of funding right now include crypto, military, betting and government sponsors, each with their own share of scepticism.
As esports looks for different paths to long-term sustainability, something has to support the scene. Pay-per-view has never really stuck in esports. For us, everyone on our team is already a fan of esports. We build trust by being involved, by creating the kind of content we would want to see ourselves, and by making sure it resonates with the audience. We try to do what we would want a sponsor to be doing if we were not part of it.
Q. Looking ahead, how do you expect sponsorship and advertising in esports to evolve as the industry continues to grow?
I think we will see a shift in how activations are handled. The key is to create something memorable without disrupting the flow of the event. If it is quick, well executed and fits the moment, fans will remember the brand without feeling like the experience was interrupted.
Do it fast enough not to become a nuisance, and do it well enough not to be forgotten.
Q. Finally, what is the biggest misconception brands still have when trying to connect with esports audiences?
“Authenticity” and “community” are dead. They have become eye-rolling buzzwords people scroll past because they are used so often that they have lost their meaning. Fans do not want to hear those words repeated back to them. They want to actually feel it, live it and grow with it.
That is what drives excitement and connection. Loyalty is built, not bought.
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