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Karsten Schonauer
Creative Director
Insights / 3 Min.
In a digital-first world where technology and entertainment converge, one industry is rapidly embracing the rise of competitive gaming: finance and banking.
Finance & Banking’s Foray into the Esports Arena
As esports grows into a global phenomenon, the financial sector has been quick to recognize the opportunity it presents. In recent years, banks and financial institutions have actively sponsored esports teams, organizations, and events, signaling a strategic move to reach younger, tech-savvy consumers and position their brands within this thriving digital culture. Just like traditional sports teams, financial companies see esports as an innovative way to connect with the next generation of consumers and diversify their brand portfolios through partnerships with some of the biggest names in gaming.
One of the driving factors behind the surge of financial sponsors in esports is the demographics. Esports has a massive global fan base, with millions of viewers, particularly from the Gen Z and Millennial generations—key consumer segments for financial services. These groups are known to be early adopters of digital solutions, including online banking, fintech, and crypto assets. Thus, banks view esports as a unique channel to cultivate brand loyalty and relevance in this highly desirable market.
Esports offers financial institutions a powerful platform to not only boost brand visibility but also educate a younger audience on managing finances, credit, and investments—topics that are becoming increasingly important as this demographic matures. Many of these sponsorships are strategically designed to appeal to this audience’s preferences for digital engagement and personalized experiences.
In the same way esports bridges the virtual and physical world, banks are leveraging the space to build seamless digital experiences. Sponsoring esports tournaments or teams gives financial brands a way to tap into live-streaming platforms like Twitch or YouTube Gaming, where millions of potential customers are highly engaged and can be introduced to digital banking products through immersive, relevant content.
Financial institutions are focusing on esports not just for short-term marketing benefits, but as part of a long-term strategy to future-proof their brands. By aligning with esports, they can stay ahead in the digital economy. Some key motivations include:
Engaging the next generation of consumers: The gaming community is youthful, tech-oriented, and often distrustful of traditional advertising. Banks can use esports partnerships to introduce themselves in a more authentic, meaningful way.
Innovation in marketing: Traditional marketing methods are often less effective with younger audiences, but esports provides a direct connection with this group. Finance companies are using gamified campaigns, virtual activations, and interactive content to build memorable brand experiences.
Expanding digital offerings: Many financial institutions are shifting their focus to fintech and mobile banking solutions. Esports gives them a way to showcase these digital-first offerings while embracing a forward-thinking image.
Notable Examples of Financial Sponsorships in Esports
Numerous financial companies have successfully made their mark on the esports landscape through strategic partnerships:
VISA x SK Gaming (2017):
VISA became one of the first major financial brands to sponsor an esports organization, partnering with SK Gaming as main sponsor on the teams jerseys. The collaboration also aimed to connect esports fans with the benefits of VISA’s services, including secure and easy transactions on the SK Gaming merchandise website.
Image Credit: VISA / SK Gaming
Mastercard x Riot Games (2018):
Mastercard entered the esports space by becoming the global sponsor of League of Legends esports. This multi-year partnership allowed Mastercard to integrate into key events, including the World Championships, while creating exclusive experiences for fans. It was a significant move to appeal to younger, globally connected consumers.
Image Credit: Mastercard
Revolut x BLAST (2024):
In 2024, Revolut partnered with BLAST Premier, a leading global esports tournament organizer, to promote its fintech services to a broader gaming audience. Revolut’s collaboration with BLAST Premier emphasized their commitment to innovation and digital banking solutions tailored to younger, tech-oriented users.
Image credit: BLAST / Revolut
The integration of finance and banking institutions into the esports ecosystem represents a dynamic shift in marketing strategy. By investing in esports, financial brands can engage younger consumers, create cutting-edge digital experiences, and stay ahead in a rapidly evolving digital economy. As esports continues its explosive growth, financial institutions are poised to play a key role in shaping the future of gaming sponsorships.
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