Exploring the Sponsorships Driving Major Esports Teams

9 June 2025

Esports is no longer just gaming in someone’s bedroom with a bag of chips and a can of soda. It’s a full-blown, global industry worth billions — and that’s no exaggeration. From massive arenas filled with screaming fans to online broadcasts viewed by millions across the globe, esports has become a cultural phenomenon. But have you ever stopped to think about what keeps these powerhouse teams running? How do they afford high-performance gaming rigs, top-tier training facilities, and world-class coaching staff?

The answer, in many cases, is sponsorships.

Sponsorships are the lifeblood of competitive gaming teams. Without them, even the biggest organizations would struggle to survive, let alone thrive. In this article, we’re diving deep into the world of sponsorships and how they are propelling major esports teams to towering heights. Grab your favorite snack and let's get into it!

What Exactly Are Esports Sponsorships?

Let’s start with the basics. Sponsorship in esports is when a brand partners with a team or a player, offering money, gear, or services in exchange for exposure. It's a win-win. The brand gets access to a passionate and engaged audience, and the team gets the financial and logistical support they need.

Picture it like this: brands are the fuel, and teams are the engineered machines. Without fuel, even the most finely tuned engine won’t go very far.

These deals can come in various shapes and sizes — from massive multi-million dollar agreements to smaller, niche partnerships. Some brands are splashed across a player’s jersey, while others are subtly integrated into livestreams, social media campaigns, or team merchandise.

Why Are Brands So Interested in Esports?

You might be wondering, “Why would a mainstream brand care about a group of gamers?” Well, the answer lies in the numbers.

Esports viewership is insane. We’re talking about an audience topping 500 million globally — and growing every year. That’s on par with traditional sports! But what’s even more important is the demographic. Esports viewers are typically younger, tech-savvy, and hard to reach through traditional advertising.

Let’s face it, when’s the last time you watched a cable TV commercial?

Esports gives brands a direct line to Gen Z and Millennials who are glued to platforms like Twitch, YouTube, and TikTok. It’s no wonder big companies are climbing over each other to get into the game.

The Titans of Esports Sponsorships

Some of the most iconic esports teams have secured jaw-dropping sponsorship deals that make traditional sports leagues green with envy. Let’s take a closer look at a few of the biggest names and the sponsors backing them.

1. Team Liquid

Team Liquid is one of the most respected names in global esports, competing in games like League of Legends, Dota 2, Valorant, and more.

Their Sponsors:

- Alienware – Provides high-end gaming hardware for Team Liquid’s players and bootcamps.
- Honda – Yes, the car company! They’ve partnered for branding and co-created content.
- Monster Energy – Fueling Liquid players with high-octane energy drinks.
- HyperX – Supplies top-notch gaming headsets and peripherals.

These sponsors aren’t just slapping their logos on jerseys. They’re collaborating with Team Liquid to create content, run co-branded campaigns, and even shape products.

2. FaZe Clan

Known for their flamboyant style and influencer-roster, FaZe Clan has become a cultural brand as much as a competitive team.

Their Sponsors:

- McDonald’s – Yep, golden arches in the esports arena.
- G FUEL – A long-standing partnership for energy drinks made for gamers.
- Nissan – Shows off cars via content collabs and player perks.
- SteelSeries – Supplies mice, keyboards, and other gaming gear.

FaZe Clan isn’t just building wins in matches — they’re building a lifestyle brand, and their sponsors are all about it.

3. T1

A legendary team in League of Legends and home to the GOAT himself, Faker. Based in South Korea, T1 is a global force.

Their Sponsors:

- Nike – Yes, THE Nike. They provide apparel and help design performance-oriented gear.
- Samsung – Another Korean powerhouse, backing T1 with high-end tech and devices.
- Red Bull – Because wings aren’t just for dreamers—they’re for esports legends too.

Nike partnering with an esports team? That tells you everything about where the industry’s headed.

Types of Esports Sponsorships

Esports sponsorships aren’t one-size-fits-all. There’s actually a wide variety in how deals are structured. Let’s break it down:

1. Product Sponsorships

This is when companies provide equipment or services instead of cash. Think headsets from Logitech or gaming chairs from Secretlab. Players use the gear during tournaments, streams, and promotional events.

2. Financial Sponsorships

This is the cold, hard cash variety. These deals help cover salaries, travel expenses, and other operating costs.

3. Content Partnerships

Some brands collaborate with teams to produce content — think YouTube series, Twitch streams, or TikToks. These help the brand tap into the audience without being intrusive.

4. Event Sponsorships

Brands often sponsor tournaments or show matches. It’s a chance to get massive exposure during high-traffic moments.

5. In-game Sponsorships

This one’s gaining major traction. Sponsors are finding ways to get inside the actual games — through digital banners, skins, or even branded items.

How Sponsorships Benefit Everyone

Sponsorships aren’t just useful for the teams — they’re a full-circle win. Here’s how:

For the Teams:

- Financial support to grow.
- Access to high-quality equipment and training resources.
- Ability to attract top-tier players and staff.

For the Brands:

- Direct access to a young, engaged audience.
- Authentic integration into content people actually care about.
- Higher brand loyalty through community involvement.

For the Fans:

- Better content and performances.
- Opportunities for giveaways, fan engagement, and new merchandise.
- A sense of legitimacy and pride in their favorite organizations.

The Evolution of Esports Sponsorships

Let’s rewind a few years. Back in the early 2010s, esports sponsorships were limited to mainly gaming-centric brands — Razer, Intel, ASUS, the usual suspects. Fast forward to today, and you’ve got brands like Louis Vuitton, BMW, and Coca-Cola joining the party.

This shift shows how far esports has come. It’s not just about games anymore. It’s about entertainment, lifestyle, and culture. Esports players are becoming celebrities, and brands want to be a part of that spotlight.

Challenges In The Game

Now, it’s not all rainbows and GG’s. There are challenges too.

- Short-term deals don’t always provide long-term stability for teams.
- Market saturation can lead to too many logos and not enough meaningful engagement.
- Audience backlash can happen if fans feel a sponsor is inauthentic or out of place.

Still, the industry is learning. Teams and brands are getting smarter about who they partner with and how they make it work.

The Future of Esports Sponsorships

Looking ahead, sponsorships in esports will only get more creative.

We’ll likely see:
- More AI-powered analytics to track engagement and ROI.
- Greater emphasis on mental wellness and player health, with brands supporting that mission.
- Expansion into VR and metaverse spaces, offering unique branding opportunities.

As technology and gaming evolve, so will the nature of brand deals. One thing's for sure — the future looks bright and stacked with opportunity.

So, What Does This All Mean?

At the end of the day, sponsorships are more than just logos on a jersey or shoutouts during a stream. They’re the engine that powers esports forward. They help make the impossible possible — turning passionate gamers into international superstars and couch streams into multi-million dollar productions.

Whether you’re a casual viewer or a die-hard fan, sponsors are playing a huge role in shaping the esports experience you love.

So next time you watch a tournament or root for your favorite team, take a moment to appreciate the behind-the-scenes magic. Because without those sponsors? Our favorite teams might not even exist.

Final Thoughts

Esports and sponsorships go together like peanut butter and jelly — different, but made for each other. As the industry continues to blow past expectations, sponsorships will keep driving innovation, opportunities, and epic moments for teams and fans alike.

So, whether you're a gamer, marketer, or just a curious spectator, remember: in esports, every win is a team effort — and that team includes the brands backing the dream.