Sports Marketing in the Digital Age

Riot Games

M2 Marketing

January 2017

The most overused social media quote ever

How is media adapting to the

attention economy?

Attention Economy Results:

Record High levels of Cynicism Fake News more important than Real News.

How are brands adapting?

Celebrity Sponsorships Shortform Daily Content PR Stunts

And sponsorships. Lots and lots of platform sponsorships

Social media is a beast that consumes content

Sponsorships are content creation engines that power social media

And when was the first sponsorship?

1870s

As everything evolves:

Magazines to

Websites

News to

Fake NewsSports

to eSports

Esports – Sports for the Digital Age

Which website has the fourth highest traffic after Google, Netflix, Apple and Facebook?

Sponsorship revenues

USA Today – October 31 - 2016

Sports versus eSports

2013 viewership numbers

Our Worlds Finals by the Numbers

• 14.7m Peak Concurrent Viewers

• 43m Unique Viewers

Traditional Sports Ratings are feeling the impact.

Traditional Sports Franchises Adapt

eSports fans by the numbers

43% have a higher income than the

US average 30%

are Wome

n

57% support

companies that

support their

causes 58% looking to try new brands

53% willing to

share personal info with brands

48% first to buy

new tech

*MEC – Spotlight on eSports 2016

What eSports Sponsors get

Authenticity in a Cynical World

A Clean Slate – Few brands have yet to

embrace eSports

A Gigantic, Passionat

e Audience

Doesn’t every brand want to be young, dynamic and digital?

Coca-Cola

• Coke has been a major sponsor of League Of Legends for the past several years, and has organically built their reputation in eSports. • @CokeeSports is the brand’s

second biggest Twitter account (after @cocacola)• Recently launched eSports

Weekly in collaboration with IGN.

Intel

• Intel Extreme Masters has been running for 10 years• Feturing bluechip game

titles like like Counter-Strike, League of Legends, and Starcraft. • More than 100,000 people

came to their 2015 event in Poland.

Red Bull• The energy drink has

extended content marketing strategy into eSports• An entire section of its

media house is dedicated to eSports• Red Bull hosts college

tournaments across the world, and is especially strong in the UK market.

A comparison of League of Legends (LMHT) versus Soccer (Bong Da)

0

0.5

1

1.5

2

2.5

3

3.5

Hard Questions

And what does Vietnam look like for eSports?

THANK YOU