Esports

Latest Features

The world's third-most valuable esports organisation, Team Liquid, is looking to harness its global fanbase through the development of a new virtual stadium concept.

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.

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.

US telco Verizon has expanded its sponsorship agreement with video games publisher Riot Games to become the official 5G wireless and network service partner for both League of Legends and Valorant esports

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 Sportfive agency has teamed up with video game developer Riot Games and esports agency Freaks 4U Gaming on the commercialisation of the Valorant Champions Tour esports series

London-based esports organisation Fnatic has appointed former Getaround executive Patrick Foster is its first chief financial officer

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.

Stevenage FC were pleasantly surprised when news arrived of Burger King's interest in becoming its main sponsor. SportBusiness speaks to Stevenage chief executive officer Alex Tunbridge to hear about the journey the club has been on since the association with Burger King began in July 2019.

Dr. Michele Bates King, lecturer in speech and director of esports at William & Mary, discusses the growth of collegiate esports both at the Virginia-based institution and elsewhere

The influence of traditional sports executives is growing at esports rights-holders, leading to deeper partnerships with legacy media companies. Callum McCarthy reports.

Figures from the esports and sponsorship industry examine the impact of Riot Games' decision to launch in-game advertising within its League of Legends series. Matthew Williams reports.

Esports tournament organiser Blast has mutually terminated its deal with Saudi future city project NEOM in response to anger from teams, staff and fans. Callum McCarthy examines where the deal went wrong.

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.

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 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 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.

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.

Media rights are the fastest-growing revenue stream in esports – particularly in Asia – but, according to Riot Games’ head of strategic partnerships Jamie Lewin, they’re still a secondary target for game publishers. Kelvin Tan reports.

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…

As esports have exploded in China over the past decade, eFootball, now a category itself, is undergoing a meteoric rise in the mainland.

Major League Baseball's developing esports strategy, much more inclusive and based on a game title much simpler to play, veers heavily from other major US sports properties