Esports

Latest Features

Sportswear giant Adidas has partnered with G2 Esports in an effort to learn how it can become an authentic part of gaming culture. Callum McCarthy examines the strategy behind the deal.

Following his successes streaming sim-racing during lockdown, McLaren F1 driver Lando Norris felt compelled to set up an esports team. But a conversation with gaming content company, Veloce Esports, persuaded him to set up a content collective instead. Callum McCarthy reports.

The DFL has entered into a partnership with esports giant ESL, with the long-term aim of making its Virtual Bundesliga a comparable prospect to its traditional football competitions. Adam Nelson speaks with the DFL's Andreas Heyden and ESL's Ralf Reichert.

ESL co-founders Ralf Reichert and Alexander Müller found success by bringing their love of football and American sports leagues to esports, laying the foundation for careers that have spanned three decades.

Luxury brands and streaming platforms are desperate to tap into more of League of Legends' 100m-plus player base, but making them accessible is a challenge even for the game's publisher, Riot. Callum McCarthy reports.

Swedish Professional Football Leagues (SEF), the operating body of the top two divisions of domestic football, has agreed a new, long-term deal with esports company DreamHack Sports Games (DHSG) for i…

The National Hockey League has partnered with DreamHack Sports Games, which creates esports leagues and tournaments for traditional sports leagues and properties, to produce online and live esport tournaments…

The Professional Triathletes Organisation (PTO), the not-for-profit entity that represents the body of professional triathletes, has hired Christophe Balestra, former co-president of Sony-owned video game…

The National Football League has partnered with competitive mobile games platform Skillz to crowdsource a future NFL-themed mobile game.

Features

Wouter Sleijffers, chief executive for leading British competitive gaming culture brand Excel Esports, explains how the journey to profitability doesn’t end at power brands and why esports needs to move beyond lifestyle and towards purpose to strengthen the industry.

A new esports High Performance Centre at New Zealand's Eden Park stadium will aim to provide a base for the country's entire esports industry, not just top-tier teams. Callum McCarthy reports.

Adrian Staiti, APAC president of sports marketing agency Sportfive, challenges the wary outlook for the sports industry and says a 'better normal' will flourish once markets come out of the pandemic.

Liberty Media’s major investment into Formula 1's digital media operations has demonstrated its value during sport’s global lockdown, believes Frank Arthofer, the series’ global head of digital media and licensing.

Callum McCarthy looks at Formula 1 team McLaren's recent tie-ups within sim racing and esports, and how this reflects on real-life operations

Even as Covid-19 took a terrible toll on ESL’s event business, it helped the 11th season of the Pro League become the most viewed in its history. Callum McCarthy reports on how organisers put the event together despite the pandemic, and what its success suggests for esports' wider outlook.

Bank’s investment office is recommending investments in esports and gaming. Says Covid-19 will accelerate sector growth in Asia-Pac. Sees game developers as the biggest beneficiaries of growth.

The NHL will this week become the latest major sports organization to launch a players-only esports competition in an attempt to stay relevant and keep fans engaged. Bob Williams reports.

Tom King speaks to Supercars' chief executive Sean Seamer, and takes a look at how Australia's top motorsports series is adapting in order to keep its fans engaged during the Covid-19 pandemic.

Chris Tran, head of esports in Southeast Asia for League of Legends publisher Riot Games, and Mark Chew, managing director of marketing agency Reddentes Sports, spoke to SportBusiness earlier this month…

The video gaming industry is thriving at the minute, but that doesn't mean esports is thriving, too. Callum McCarthy looks at why.

Chris Tran, head of esports in Southeast Asia for League of Legends publisher Riot Games, and Mark Chew, managing director of marketing agency Reddentes Sports, spoke to SportBusiness about the pandemic's impact, how more broadcasters are considering esports content, and said esports remains undervalued in the region.

Nascar's newly developed iRacing Pro Invitational Series after several initial races is proving to be a powerful tool in reaching fans who had not previously followed the organization.

The NBA has become the latest major sports organization to turn to esports as a means to help fill the void amid the sports shutdown. Bob Williams reports

The race’s popularity among young fans, both new and existing, has shown F1’s senior executives that video games and esports can be central to engaging under-25s.

Esports has never been as important or relevant as it is now amid the global Covid-19 pandemic. Nascar has been an early mover in this space with the creation of the eNascar iRacing Pro Invitational Series.

Twitch has been the video game streaming sector’s market leader since its inception in 2015, but YouTube is now coming for that crown. Callum McCarthy speaks to Ryan Wyatt about the platform’s aggressive move into live esports.

The world of Counter Strike: Global Offensive esports is about to leap into a new era with its first team-owned franchise league, but these developments aren't being welcomed by the game's developer, Valve. Callum McCarthy dives into the idiosyncratic world of Counter Strike economics.

The appointment of adidas’ former director of global marketing Robin McCammon to the role of chief commercial officer at UK-based esports organisation Excel Esports, announced in January, appeared to b…