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Comcast Announces eSports Sponsorships

Xfinity enters field as major player in brand partnership

GMR client Comcast has announced official Xfinity brand partnerships with ESL, the world’s largest eSports company, and Evil Geniuses (EG), the landscape's most successful eSports organization. As part of these new partnerships, Xfinity will have branding opportunities at industry broadcasts, tournaments and events, and will outfit EG’s training facilities with Gigabit Pro Internet service and the company’s flagship video product, Xfinity X1.

The eSports industry is expected to surge to more than 145 million participants and viewers by 2017, and the total number of consumers worldwide that are aware of esports will surpass 1 billion people this year.

"esports is the competitive playing field for the digital age and we’re proud to align our brand with an industry and a team that is so steeped in technology," said Todd Arata, Vice President of Brand Marketing at Comcast. "Broadband and video innovations have made esports more popular and more accessible than ever. We’ll work closely with ESL and Evil Geniuses to put fans even closer to the action through our Xfinity products and services."

Read more about Comcast's new partnerships here.

GMR is Comcast/Xfinity’sSports Marketing Agency of Record and led the negotiation of these two new partnerships. In addition, the agency will help Xfinity activate against the sponsorships through digital, social, experiential and content marketing touchpoints.

"eSports is the competitive playing field for the digital age."

Learn More About eSports

Here are some resources to get you started. Then get in touch. GMR has a formal eSports practice, and we can help you figure out how—and whether—going deeper can reach your target audience.

  • 5 Tips for an eSports Strategy—eSports is huge, growing quickly, and has the potential to become the world’s first truly global sport. Here's how brands can approach eSports strategically.
  • What's Next for eSports?—2015 was huge for eSports. Where do we go from here? GMR predicts that brands who avoid over-analysis and build a strong metrics platform will see the most success.
  • eSports Measurement Essentials—Investments in this new platform must be held to similar ROI standards as traditional sports. Here's what sponsors should be looking for.
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