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Nayeemul Islam
Junior Content Marketer
Insights / 5 Min.
Esports sponsorships aren't what they used to be, and that's a good thing. In 2025, we're seeing brands get smarter, creators get more involved, and the whole industry push for more meaningful partnerships. It's not just about slapping logos on jerseys anymore; it's about real impact, real visibility, and real data. From creator-led campaigns to smarter sponsorship tracking, here are 10 trends shaping the future of esports partnerships this year.
Sponsors increasingly expect “hard numbers” on return and reach. Gone are the days of vague “exposure” claims. Today's deals depend on measurable metrics, and AI is making it possible. For example, modern analytics platforms (like Shikenso) use computer vision and audio recognition to track every brand logo and mention in streams and broadcasts. In practice, this means esports teams and leagues can now show sponsors dashboards of exact impressions, frequency, and demographic breakdown.
Action Tip: Integrate AI-Powered analytics early. Use computer-vision tools to analyze past match videos for unseen exposures - this “backfills” partner value and strengthens renewal talks.
Esports no longer belongs only to gaming and tech brands as the industry continues to evolve . In 2025 we'll see even more non-endemic sponsors (beverages, auto, finance, etc.) signing on as esports audiences mature. Global studies highlight big consumer brands capitalizing on esports' young audience: Coca-Cola, Monster Energy and Mastercard have all invested heavily in esports events and teams. Sponsorship growth is rapidly driven by categories outside gaming - from sports apparel to entertainment - looking to “tap into” these digitally native fans.
Action Tip: Don’t overlook new verticals. Pitch your esports inventory to fast-growing lifestyle brands and show them how engaging Gen Z in gaming can amplify their message.
The lines between esports and “traditional” sports blur each year. In fact, they are no longer operating in separate arenas. Crossovers such as F1 Sim Racing & NBA 2K League are paving the way for co-branded offerings. This trend offers dual benefits: sports fans get new content, and brands reach broader audiences. It also means established sports sponsors will increasingly watch out for modes of entry in esports contexts. Importantly, it drives common measurement approaches - sponsorship metrics honed in traditional sports can now apply to esports.
Action Tip: Leverage crossover appeal. If a sponsor backs both a football club and an esports team, propose bundled packages and unified analytics across those properties.
Mobile gaming remains a dynamic frontier. In many regions, the biggest esports events are now mobile games like MLBB which is published by our partner, Moonton Games. For sponsors, this trend means targeting tournaments where players and viewers are on phones or tablets. Marketing integrations will increasingly include mobile-game advertising (in-game billboards, branded skins) and mobile-friendly content. The “mobile-first” fan is also more likely to engage on social and short-form video, which we discuss next.
Action Tip: Adapt creative for mobile. Use shorter video ads, mobile game tie-ins, and localized campaigns in fast-growing markets where mobile esports bloom.
Esports teams are no longer only owned by leagues or gaming companies. Today, creator-driven and influencer-backed organizations are on the rise. Examples include teams built around popular streamers or content channels, which come with built-in fan bases and sponsor interest. This model lets brands weave marketing into creator content. In 2025, expect more collaborations where a gaming influencer’s brand deal also extends to a tournament or team they co-own. Sponsorship packages will bundle influencer shout-outs, co-created content, and traditional jersey/logo placement.
Action Tip: Think “influencer X esports team” bundles. If targeting an influencer, explore whether there’s team or league ownership they can activate with your brand for amplified exposure.
Esports has historically skewed male, but that’s changing. Women are playing, competing, and viewing in growing numbers - and sponsors are noticing. Recent trend reports declare “the old stereotype of esports being a boys’ club doesn’t hold up”. More women’s tournaments, teams, and leagues are emerging (e.g., Valorant Champions Tour Women's League). Sponsors are now eager to tap into this growth: brands focused on diversity and inclusive marketing are sponsoring female-led events and players. In addition, mixed-gender and junior esports are expanding, mirroring a broader industry push for gender balance.
Action Tip: Include women’s events and teams in your portfolio. Brands should support women’s titles and promote female gamers - these are prime touchpoints with younger, progressive audiences in 2025.
Esports fans live on social media and streaming highlights. Over half of esports fans report that social media was their entry point into the space. Platforms like TikTok, YouTube Shorts and Instagram are critical; championships are clipped into viral moments. Sponsors must therefore incorporate short-form strategies into their contracts. Expect 2025 sponsorships to include obligations like producing highlight reels with brand stamps, TikTok challenges during live streams, or Snapchat AR filters. Media analytics must capture these, so sponsors can justify campaigns not just on live viewership but also on viral impressions.
Action Tip: Drive user generated content and highlights. Build sponsor activations around shareable clips (e.g. “best play of the game” features) and track their reach on social media with analytics tools.
Esports is inherently global, and new regions are hot. Growth is especially strong in Southeast Asia, Latin America and Africa, as infrastructure improves. In 2025, look for more global tournament tours and local leagues. This means sponsors targeting global demographics must measure by region and language. Analytics must handle multiple languages and platforms: Shikenso, for example, tracks spoken mentions in 200+ languages to quantify exposure worldwide.
Action Tip: Localize partnerships. Pitch multi-country sponsor plans - for example, a single global sponsor in an Asian tournament - and ensure your data provider can report by region and language.
Advances in broadcast tech open new ad formats. “Virtual advertising” - digitally inserting brand logos into live streams - is gaining traction. Unlike static on-screen logos, virtual ads can be personalized per viewer. In esports, we already see in-game billboards and dynamic overlays (think of logos that appear on a game's virtual stadium). In 2025, expect such tech to become standard: AR enhancements for live events, custom overlays in Twitch streams, even VR/Metaverse tie-ins. These give sponsors novel inventory and require real-time analytics to value these impressions. Action Tip: Embrace digital placements. When negotiating, ask about AR/VR options and how they'll be tracked. Work with platforms that offer dynamic insertion so you reach the right fans with targeted messages.
Finally, the overarching trend is accountability. Every sponsorship dollar must be justified. Beyond AI tracking, brands want transparency on where and how their messages land. The technavio report highlights that beyond signage and kits, companies now care about “social media analytics to fine-tune campaign performance” and demand metrics like engagement and recall. Esports organizations are adopting integrated dashboards (like Shikenso's) that break down value by asset (jerseys, backdrops, digital activations) and campaign, optimizing future spend. In practice, we'll see more KPI-focused language in contracts: guaranteed impressions, viewer minutes, and social engagement targets.
The esports sponsorship playbook is being rewritten in real time, and 2025 is just the beginning. As the industry matures, brands are demanding more than exposure; they want evidence, engagement, and evolution. The organizations that embrace innovation, from AI-driven sponsorship tracking to creator-led storytelling, will be the ones shaping what comes next. In a space where every second counts and every mention matters, the question isn't whether you're keeping up, it's whether you're leading the charge.
