EA Sports Inks Sky Premier League Sponsorship as It Readies Post-FIFA Evolution

EA Sports has signed a three-year deal with Sky Sports to sponsor the latter’s Premier League soccer coverage in the U.K. The deal will run until the end of the 2024/25 season. It comes as EA prepares to mark the end of an era and rename its flagship FIFA series after failing to extend its…

FaZe Clan Goes Public in $725 Million SPAC Deal

Esports and media powerhouse FaZe Clan began trading publicly on the Nasdaq today, following a special purpose acquisition company (SPAC) merger with B. Riley Principal 150 Merger Corp. The brand is listed under the ticker symbols FAZE and FAZEW. The plan to go public was first announced back in October. The deal was initially expected…

Oakley Sets Sights on Growing Esports Market With Multi-Year Gaming Partnership

Eyewear brand Oakley has been a mainstay in sports like beach volleyball, football and baseball. Supreme athletes like Patrick Mahomes, Lamar Jackson, Chloe Kim and Francisco Lindor make up the brand’s roster. Now, the lens crafter is looking to establish itself in the esports market. Eyeing a growing esports industry, Oakley has signed a multi-year…

Why Pick’em Is Key to Blizzard’s Overwatch League Strategy

Activision Blizzard’s Overwatch League (OWL) is back for fifth season, and in an effort to be a hoot among viewers, it’s using a common sports tool to engage with fans. The esports competition updated its Pick’em feature for the new season, which is the first to be played on Overwatch 2. Introduced in 2020, Pick’em…

FaZe Clan Launches Live Reality Competition Show on Twitch With New Brand Partner

Esports brand FaZe Clan is ramping up production of original content with a new reality competition series to provide more premium reach for brand marketing partners. And the esports giant is coming into this new phase with a new partner: lifestyle nutrition brand Ghost. The news comes after FaZe Clan ended its partnership with energy…

Why Creator Content Studios Are the Future of Esports

While winning gaming tournaments will always be the main objective for esports brands, original content creation has evolved into an important factor in cultivating an audience in the growing industry. There will be 29.6 million monthly esports viewers in the U.S. in 2022, according to Insider Intelligence. That figure is up 11.5% from last year….

Listen to Adweek’s Most Powerful Women in Sports Podcast

Childhood sports and other interests can serve as formative aspects of professional careers and leadership qualities. This is exemplified by Johanna Faries, general manager of Call of Duty at Activision Blizzard who dabbled in martial arts, soccer, basketball and music during her time in primary school and then at Harvard University. During their conversation, Faries…

Scratch Up These Skateboards and Win Sick Prizes in the Newest Tony Hawk Game

Activision Blizzard has once again teamed with skating legend Tony Hawk to release its special scratch-to-win skateboards which offer prizes hidden beneath the paintwork. The “Scratch Boards” campaign concept from David Madrid will encourage skaters to slide their boards to discover the codes hidden under the paint, allowing them to redeem different Tony Hawk’s Pro…

Miller Lite and Complexity Gaming Expand Partnership to Merchandise, Diverse Players Series

Texas-based Complexity Gaming just inked a one-year renewal and expansion of its partnership with Miller Lite as brands continue to grow their relationships with esports companies and teams. The companies plan to develop a limited-edition merchandise collection and create additional content, including a series centered on amplifying minority players. Complexity reported 22% growth in content…

Esports Brands Reevaluate Relationships With Russian Entities

Since Russia’s invasion of Ukraine on Feb. 24, many gaming and esports brands have taken a public stance, whether through condemnations or donations. Events have been postponed and partnerships with Russian and Belarusian companies broken off. Ukraine’s Deputy Prime Minister Mykhailo Fedorov has used Twitter to call on all game developers and esports platforms to…

NBCUniversal Expands Into In-Game Advertising With Anzu Partnership

NBCUniversal is trying its hand at native in-game advertising for the first time, teaming up with video game advertising company Anzu for a global partnership. Top line The deal–which includes an investment in the ad tech startup–makes NBCUniversal Anzu’s global sales partner and the exclusive third-party seller in the U.S. and U.K. The company’s clients…

How Sports Brands Are Building Virtual Connections for Real-World Growth

Where can sports brands find new global audiences and revenue growth beyond their core fans? To quote EA Sports’ long-running tagline: “It’s in the game.” The Covid-19 pandemic accelerated a trend already in motion as lockdowns, restrictions and in-person sports cancellations drove fans to online gaming in massive numbers. The number of gamers globally reached…

This Esports Agent Credits Video Games—Not Coaching—for His Career

Greg Via broke into sports marketing by helping Michael Jordan sell Gatorade. He pulled Derek Jeter, Roger Federer, Tiger Woods and Thierry Henry together to pitch Gillette razors. But one big name explains his switch from traditional sports superstars to esports personalities: Duke Nukem. “I was a closet [gamer] when I was at Gatorade: I…

How One Company Streamlines Reaching Regional Sports Networks’ Coveted Live Audiences

Even as cable providers slowly cut ties with regional sports networks, RSNs are still prized by advertisers because they offer something few forms of media still can in 2022: Regular exposure to live highly-engaged, local audiences. Home Team Sports, a division of Playfly Sports, aggregates inventory for every RSN in the country and its platform…

Your Courtside Seat to Brandweek Sports Marketing Summit 2021

Returning for its second year, the Brandweek Sports Marketing Summit was held from November 15-18. For four days attendees heard from marketers and executives from the major sports leagues as well as current and former sports professionals as they discussed the sports landscape of the past year and what the future holds. The themes explored…

How EA Sports Is Using Gaming to Funnel Fandom in Real Life

Gaming saw significant gains over the past two years as homebound sports fans opted to connect and game virtually. EA Sports leveraged its strong community of gamers to take virtual experiences to the next level to build communities that connect passionate fans with memorable moments. Andrea Hopelain, EA Sports’ svp of brand, joined Adweek’s Brandweek…

The Future of eSports: Bridging Fashion, Gaming, Entertainment—and Legacy Pro Sports

When lockdowns and social distancing benched most professional sports leagues for long periods and kept fans out of the stands, eSports were the only game in town. But even as in-person gatherings have resumed to something approaching normal, the popularity of eSports is continuing to rise. In fact, rather than being influenced by legacy teams…

Madden NFL 22 Celebrates a Classic Bo Jackson Campaign With a New Cover

MLB and NFL player Bo Jackson became an icon in 1989 thanks to Wieden+Kennedy’s popular “Bo Knows” commercials for Nike. Electronic Arts is paying tribute to that campaign and Jackson’s football prowess with a nostalgic digital cover for Madden NFL 22. “We revealed Madden NFL 22 with two of the greatest quarterbacks in history on…

War Photojournalists Capture Call of Duty: Vanguard’s Stark Imagery in a Captivating Ad

Plenty has been said about Call of Duty’s realistic ethos and immersive nature. But in some cases, words are just not be enough. Pictures, after all, are worth just a bit more. To showcase Call of Duty: Vanguard’s impressively sharp graphics, Activision-Blizzard-King did a little more than grab a few high-end screenshots. In collaboration with…

How Carriers Are Trying to Sell Consumers on 5G

When the iPhone 12–Apple’s first device to offer 5G compatibility–hit markets last fall, it was heralded as a turning point for mainstream awareness of the next generation of wireless coverage. But the year since has seen little change in consumer enthusiasm for the new service, various polls and other data show. What’s more, this year,…