2024: A Year of Bold Partnerships and Expansion in Esports
The esports industry in 2024 was a blend of highs and lows, with continued discussions about its sustainability amid layoffs and closures. However, despite these challenges, the sector showcased resilience and innovation. Organizations explored new revenue streams while prominent brands across various industries partnered with esports teams to tap into its growing audience.
Major partnerships defined the year, with brands ranging from supermarkets to beverage giants and even global sporting bodies stepping into the esports arena. French esports organization Team Vitality, for instance, renewed its collaboration with ALDI, focusing on its women’s League of Legends team, Rising Bees. This partnership extended beyond competitive gaming to address gender diversity and tackle toxicity in gaming culture. Their joint campaign, featuring the powerful video Des Failles dans La Faille (Rifts in the Rift), resonated strongly with audiences.
In another standout moment, Pepsi partnered with Spanish team MAD Lions KOI, becoming their official beverage sponsor during the League of Legends EMEA Championship. This strategic move paid off as MAD Lions qualified for Worlds, where Pepsi gained prime visibility during the most-watched esports event of the year.
Global organizations also made bold moves. FIFA announced partnerships with Psyonix and Sports Interactive to expand the FIFAe World Cup, introducing Rocket League and Football Manager into its esports ecosystem. Meanwhile, the IOC and Saudi Arabia’s NOC unveiled plans for the Olympic Esports Games 2025, marking a major step in bridging traditional sports and esports.
Anime also played a pivotal role in esports culture. FURIA’s collaboration with Crunchyroll on a My Hero Academia-themed merchandise line showcased the synergy between gaming and anime fandoms. Apparel collections remained a trend, with teams like 100 Thieves and OpTic Esports releasing exclusive merchandise.
Despite the hurdles, 2024 proved to be a year of growth and innovation for esports, driven by meaningful collaborations and creative expansions into new territories.
