BMW has made a number of recent moves to bolster its esports marketing presence. Recently the company entered into five sponsorship agreements with top-level esports teams. The list of teams includes Cloud 9, in the U.S., Fnatic, in the U.K, Funplus Phoenix, in China, G2 Esports in Germany, and T1 in South Korea.
Overall BMW’s marketing expansion is timely, as esports is growing as many people are forced to remain home due to COVID-19.
Jens Thiemer, the SVP of customer and brand for BMW, spoke about the new esports marketing initiative, "Esports shows us how sports entertainment can continue to thrive and play a key role considering today's challenges. Our entry into esports is motivated by a commitment to become a sustainable, global partner, supporting the teams and the discipline as a whole, before, during and after these times of uncertainty."
Extensive eSports Sponsorship Initives
BMW Drastically Increased Its eSports Marketing Presence
Trend Themes
1. Increased Esports Sponsorship - There is a disruptive innovation opportunity for car manufacturers, such as BMW, to partner with esports teams and take advantage of the growing industry.
2. Marketing Expansion in Response to COVID-19 - Companies that enter the esports industry in light of COVID-19 may find themselves with a new, engaged audience that they otherwise would have never reached.
3. Esports as a Sustainable Entertainment Industry - There is potential for investment in the infrastructure of esports as an industry to make the already growing industry sustainable for the future.
Industry Implications
1. Automotive Industry - Car manufacturers can partner with esports teams, such as BMW has done, to reach a new audience and engage with younger generations.
2. Marketing and Advertising Industry - There is a growing trend of companies expanding into esports marketing to reach a new, engaged audience and make the most of the opportunities stemming from the COVID-19 pandemic.
3. Entertainment Industry - Esports is emerging as a sustainable industry that can compete with traditional sports for the attention of audiences, providing opportunities for investment in the long-term growth of the industry.