Esports and beverage brands

Part
01
of two
Part
01

Esports and beverage brands - Coke, Monster, Red Bull

eSports is a form of competitive gaming gaining viewership and popularity these days and therefore brand sponsorship helps push international competitions. In 2017, there were 588 major eSports events worldwide that generated ticket revenues amounting to $59 million. The competitive analysis of the beverage brands Coke, Monster and Red Bull and their activities in the eSports market can be seen in the attached spreadsheet.

METHODOLOGY

Since eSports events and tournament locations are not always in the United States, we expanded the search into a global scope. Also, most of the organizations, teams and players sponsored by Coke, Monster and Red Bull are outside the U.S. For the financial investment these brands made into marketing and advertising with eSports, we searched for various websites and official publications like Cybersport, Gameindustry and Gosugamers. We also checked statistics websites like Bloomberg and IBISWorld. However, there is no information published publicly. Financial investments for eSports are also not available in each brand’s financial and annual report or through their official website.
As a supplement, we have included a forecast provided by Newzoo on the amount the brands will invest in eSports industry. According to Newzoo, brands will invest $694 million in the eSports industry, equal to 77% of the total market. This is also forecasted to grow to $1.4 billion by 2021, representing 84% of total eSports revenues.

CONCLUSION

Provide is a competitive analysis of the beverage brands Coke, Monster and Red Bull and their activity in the eSports market. The information is provided regarding the financial investment of brands in eSports market and the attached spreadsheet discussed partnerships, event activations and sponsorships of these brands.
Part
02
of two
Part
02

Esports and beverage brands - Dr. Pepper, G Fuel

Both Dr. Pepper and G Fuel invest heavily in brand activation and sponsorship related to esports. While Dr. Pepper's 2016 advertising and marketing expenditures were available on Statista and are estimated to be $427,000,000USD, these figures were not available for G Fuel. One possible explanation for this may be G Fuel's current involvement in lawsuits.

Dr. Pepper has become a household name in esports, having signed a five-year deal with the As, advertising with flashy booths and images of gamers on their soda cans, hosting their own co-branded web-series, the Dr. Pepper Ultimate Gaming House", and since 2012, running the “Dr. Pepper All Star Tournament”. The brand also sponsors a number of teams such as Mousesports, SoloMid, and TSM, and individual players including Kiwikaki, Pistola, Tsquared, and Roy.

G Fuel is heavily involved in partnership and brand activation with ELEAGUE, and sponsors a number of esports athletes, known collectively as Team Gamma. Some of these athletes include: Dr Disrespect, Riff Raff, Doug Martin, CS:Go champion Olofmeister, LIRIK, Fuzzface, Haxete, Jembty, Mxey, as well as Team Kaliber and FaZe clan.

For a detailed spreadsheet with more information on these brands' activities, please refer to the link here.
Sources
Sources

From Part 01