The Rise of eSports & eGames Sponsorship: Why Businesses Are Investing Big in the UK and US

eSports and eGames have exploded into mainstream culture, evolving from niche hobbies into billion-dollar industries.

As competitive gaming audiences grow and live tournaments rival traditional sports in scale, businesses in the UK and US are rushing to sponsor teams, players, and events. Sponsorship of eSports and eGames is no longer experimental — it’s now one of the most effective ways for brands to reach younger, digitally native audiences.

In this article, we’ll explore why sponsorship of eSports & eGames is increasing so rapidly, how businesses benefit, and real-world examples from the UK, US and Asia.

Explosive Growth of eSports & eGames Sponsorship

Sponsorship is now the largest source of revenue for both eSports and eGames worldwide. In 2022, global sponsorship generated around US$837 million, and by 2025, that figure is projected to hit nearly US$935 million.

In the UK, eSports and eGames sponsorship is booming. The market generated about US$91.7 million in 2024 and is projected to reach US$341.4 million by 2030. Sponsorship and advertising revenue alone is expected to hit US$27.5 million in 2025.

In the US, the numbers are even bigger. North America accounted for 34.4% of the global eSports sponsorship market in 2024, with the US generating US$526 million that year. This makes the US the world leader in eSports & eGames sponsorship.

Asia, meanwhile, continues to be the global hub of eSports. China and South Korea not only host some of the largest tournaments but also set global trends in game development and competitive play, with sponsors ranging from tech giants like Samsung to global food and beverage brands. Likewise, in the Philippines, huge household brands like Solaire have launched successful eGames platforms to appeal to a thriving industry that is now played on by thousands on a daily basis.

Why Businesses Are Sponsoring eSports & eGames

1. Access to Young, Engaged Audiences

eSports & eGames attract millions of fans under 35 who consume most of their entertainment online. This audience is highly engaged, loyal, and difficult to reach via traditional advertising. Sponsorship provides businesses with a direct channel to connect.

2. Brand Alignment and Innovation

Companies want to be seen as forward-thinking. Sponsoring eSports & eGames teams, leagues, or tournaments helps brands appear innovative while building trust with tech-savvy audiences. In the UK, Vodafone and Sky have backed eSports events, while in the US, brands like Red Bull and Nike have made major plays in sponsorship.

3. Measurable ROI

eSports & eGames sponsorships come with tangible results. Businesses can measure impressions on live streams, logo visibility during tournaments, influencer engagement, and social media amplification. Sponsorship isn’t just about brand visibility — it’s about data-driven campaigns.

4. Media Rights and Global Reach

With millions watching live on Twitch, YouTube, and TikTok, eSports & eGames offer reach far beyond traditional sports. Major UK tournaments at Wembley and Birmingham NEC draw both in-person crowds and tens of millions of online viewers worldwide.

5. Economic and Social Benefits

In 2019, the UK eSports sector contributed £111.5 million to the economy and supported over 1,200 full-time jobs. Hosting eSports & eGames tournaments boosts local economies, creates jobs, and encourages government support for the industry.

Real-World Examples of Sponsorship

100 Thieves in the US has become a cultural brand by blending eSports success with streetwear fashion, backed by major sponsors and investors.
Red Bull continues to dominate eSports sponsorship, funding tournaments and backing players across Europe and the US.
In the UK, KFC and Coca-Cola have sponsored eSports events, associating their brands with fun, energy, and youth culture.
Asian brands like Samsung and LG have long sponsored global eSports tournaments, leveraging gaming’s popularity to boost their technology divisions.

Benefits for Businesses

Sponsorship of eSports & eGames offers:

Massive Reach: Millions of fans globally, both online and offline.
Targeted Demographics: Younger, tech-savvy consumers.
Brand Differentiation: Companies are seen as innovative and modern.
Community Goodwill: Supporting a passion point for millions worldwide.
Marketing Flexibility: Combining live events, online streaming, influencer content, and merchandise.

Challenges to Consider

While the rewards are clear, businesses must also navigate:

Reputational risks when teams or players are involved in controversy.
Sponsorship ethics, particularly with gambling or junk food brands.
ROI tracking, requiring clear KPIs and measurable goals.

Governance and best practice are critical to ensure eSports & eGames sponsorship delivers long-term value.

Conclusion

eSports & eGames sponsorship is no longer a gamble — it’s a proven, high-ROI marketing strategy. Businesses in the UK and US are increasingly investing in teams, events, and creators to capture younger audiences and strengthen brand equity. With global revenues rising and mainstream recognition growing, the future of eSports & eGames sponsorship looks brighter than ever.

For forward-thinking companies, the question isn’t if to invest in eSports & eGames sponsorship — but how soon. So, if you want to learn more about the latest tech business news, keep up to date with our dedicated tech section.