Audi has signed on as an official sponsor to Astralis, an award-winning Danish eSports team that specializes in Counter-Strike: Global Offensive. The team is set to compete next in the upcoming ELEAGUE Major in Atlanta, Georgia. As one of the biggest eSports tournaments of the year, ELEAGUE attracted record high volume of live viewers last year.
What Brands Need To Do
Audi’s sponsorship marks a significant entry into the eSports arena from auto brands, which has previously been mostly sponsored by CPG, consumer tech, and telecom brands. Last October, Snickers announced it has signed on as a sponsor of ELEAGUE tournament’s broadcast on TBS. Previously, early-adopting brands, such as Coca-Cola and Geico, have sponsored eSports events to reach its young-skewing Millennial audience. As competitive gaming continuously beat out viewership expectations and saw consistent growth over the past few years, brands, especially those seeking global recognition, need to start leveraging the massive reach of eSports events and platforms via sponsorships and ads.