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How do you match your esports sponsorship strategy to your team's vision?

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Esports sponsorship is a crucial source of revenue and exposure for any esports team, but it also comes with challenges and risks. How do you find the right sponsors that align with your team's vision, values, and goals? How do you create a mutually beneficial partnership that enhances your brand and performance? How do you avoid potential pitfalls and conflicts that could harm your reputation and relationships? In this article, we will explore some tips and best practices to help you match your esports sponsorship strategy to your team's vision.

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Arwin Fallah Shirazi

Co-Founder & CEO | Unleashing the Power of Analytics in Sponsorships ?? | Passionate Sports Climber???? & Competitive…
Trev Keane

Co-Founder/MD @ Feenix Group | Esports, Talent, Studio and Marketing

1 Know your team's identity

Before you approach any potential sponsors, you need to have a clear and consistent identity for your team. What is your team's mission, vision, and values? What is your team's unique selling proposition and competitive advantage? What is your team's target audience and fan base? How do you communicate and interact with them? Having a strong identity will help you attract sponsors that share your vision and resonate with your fans, as well as differentiate yourself from other teams.

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Arwin Fallah Shirazi

Co-Founder & CEO | Unleashing the Power of Analytics in Sponsorships ?? | Passionate Sports Climber???? & Competitive Gamer ??
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The more a team understands its audience, the better it can attract potential sponsors. Control over factors like game lineups can reveal much about fan demographics. However, some variables, like tournament locations and participating teams, can unpredictably shift demographics. Teams can also shape their audience through social media and influencers, steering their organization towards a specific vision. By analyzing data on who is drawn to their teams and channels, they can effectively target the ideal sponsor.

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2 Research your potential sponsors

Once you have a clear identity, you need to research your potential sponsors and understand their goals, needs, and expectations. What are their products, services, and values? What are their marketing objectives and strategies? What are their target markets and demographics? How do they measure the success and return on investment of their sponsorships? How do they engage with their customers and communities? Researching your potential sponsors will help you identify the ones that match your team's vision and offer the most value and relevance.

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Trev Keane

Co-Founder/MD @ Feenix Group | Esports, Talent, Studio and Marketing
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You definitely need to research your potential sponsor to understand the "why". Why should this potential sponsor enter the world of esports - what is the current research around community interest in the category e.g. An esports fan is X more likely to use Y than your average consumer. This level of insight helps ease the brand into the conversation. You need to shut the mouth and open the ears then to learn what are their goals, needs and what they value success as. Understanding their KPIs is very important.

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3 Pitch your value proposition

After you have identified your potential sponsors, you need to pitch your value proposition and convince them why they should sponsor your team. What are the benefits and opportunities that your team can offer to them? How can your team help them achieve their marketing goals and reach their target audiences? How can your team showcase their products, services, and values in a positive and authentic way? How can your team create engaging and memorable experiences for their customers and fans? Pitching your value proposition will help you demonstrate your team's value and potential, as well as build trust and rapport with your sponsors.

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4 Negotiate your sponsorship deal

Once you have pitched your value proposition, you need to negotiate your sponsorship deal and agree on the terms and conditions of your partnership. What are the rights and obligations of each party? What are the deliverables and expectations of each party? What are the payment and revenue-sharing arrangements? What are the duration and renewal options of the deal? What are the dispute resolution and termination clauses? Negotiating your sponsorship deal will help you establish a clear and fair contract that protects your interests and satisfies your sponsors.

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5 Execute your sponsorship plan

After you have negotiated your sponsorship deal, you need to execute your sponsorship plan and deliver on your promises. How will you integrate your sponsors into your team's activities, events, and content? How will you promote your sponsors to your fans and followers? How will you measure and report the impact and results of your sponsorship? How will you communicate and collaborate with your sponsors on an ongoing basis? Executing your sponsorship plan will help you fulfill your obligations and expectations, as well as enhance your brand and performance.

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6 Evaluate and improve your sponsorship relationship

After you have executed your sponsorship plan, you need to evaluate and improve your sponsorship relationship and ensure its long-term success. How satisfied are you and your sponsors with the partnership? What are the strengths and weaknesses of the partnership? What are the challenges and opportunities for improvement? How can you provide feedback and recognition to your sponsors? How can you renew and expand your partnership? Evaluating and improving your sponsorship relationship will help you maintain and strengthen your ties and trust, as well as grow and evolve your partnership.

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Arwin Fallah Shirazi

Co-Founder & CEO | Unleashing the Power of Analytics in Sponsorships ?? | Passionate Sports Climber???? & Competitive Gamer ??
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Transparency is key in any partnership, and this holds especially true for sponsorships. What's great about sponsorships is that their effectiveness can be accurately measured. Regularly sharing sponsorship results with your sponsors is crucial. It's important to discuss both the successes and the challenges, along with your strategies for addressing these challenges. While results matter, the actions you take and your communication with the sponsor are even more critical. Based on our experience, sponsors highly value such partnerships. They appreciate seeing that the sponsorship is not only monitored and evaluated but also that there are ongoing efforts to continuously improve it.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How do you match your esports sponsorship strategy to your team's vision?

1

2

3

4

5

6

7

1 Know your team's identity

2 Research your potential sponsors

3 Pitch your value proposition

4 Negotiate your sponsorship deal

5 Execute your sponsorship plan

6 Evaluate and improve your sponsorship relationship

7 Here’s what else to consider

Esports

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How do you match your esports sponsorship strategy to your team's vision?

1

2

3

4

5

6

7

1 Know your team's identity

2 Research your potential sponsors

3 Pitch your value proposition

4 Negotiate your sponsorship deal

5 Execute your sponsorship plan

6 Evaluate and improve your sponsorship relationship

7 Here’s what else to consider

Esports

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