# Official eSports Sponsorships Old Spice Has Just Become the Sponsor for the Overwatch Contenders By Justin Lam | Published 2018-03-17 | Tech Source: Trend Hunter, https://www.trendhunter.com/trends/overwatch-contenders References: [esportsinsider](http://www.esportsinsider.com/2018/03/overwatch-contenders-old-spice-sponsorship/) & [dexerto](https://www.dexerto.com/news/blizzard-adds-old-spice-overwatch-contenders-na-sponsor/46104) Old Spice has taken another step into esports by becoming the official sponsor for the North American region of Overwatch Contenders. The North American region is set to be the most popular of the seven regions with teams like [Philadelphia Fusion](https://www.trendhunter.com/trends/cooper-dejea), San Francisco Shock, [Houston Outlaws](https://www.trendhunter.com/trends/beasley-esports), [Boston Uprising](https://www.trendhunter.com/trends/champion-room-spray), New York Excelsior, Florida Mayhem and Los Angeles Gladiators all competing against one another. Old Spice is not the first major company to join the Overwatch market, as other well-known sponsors include Toyota, T-Mobile and Sour Patch Kids. To celebrate this new sponsorship, Old Spice aired a esports focused ad during the Overwatch Contenders steam. The ad took a humorous approach to the burgeoning sport and featured a fictional gym focused on the strength in players hands and fingers. Image Credit: Overwatch ## Trend Insights (Trend Hunter) - Score: 2.1/10 - Popularity: 23% | Activity: 31% | Freshness: 8% - Audience gender: 70% men, 30% women - Primary generations: Gen Z, Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Tech](https://www.trendhunter.com/tech) > [Games](https://www.trendhunter.com/games) ## Key Themes ### What Makes This Trend Stand Out - **Esports Sponsorship:** The growing interest in esports presents opportunities for companies to sponsor teams and events and create engaging advertising campaigns. - **Humorous Advertisements:** Creating humorous and lighthearted advertisements can help companies stand out among other sponsors in the competitive esports industry. - **Regional Competition:** Sponsoring a regional team can provide companies with targeted exposure to a specific market of esports fans. ### Sectors Adopting This - **Consumer Goods:** Consumer goods companies like Old Spice can target the large and growing esports audience through sponsorships and advertising campaigns. - **Technology:** Technology companies can take advantage of the increasing popularity of esports to promote their products and services through sponsorships and branding opportunities. - **Media and Entertainment:** Media and entertainment companies can leverage the esports industry to expand their audiences and create engaging content around esports events and players. ## Related on Trend Hunter - [Grooming Brand Esports Deals](https://www.trendhunter.com/trends/gillette.md) - [Marketing-Focused Esports Deals](https://www.trendhunter.com/trends/og-esports.md) - [Streaming Series Deodorants](https://www.trendhunter.com/trends/the-witcher.md) - [Esports Mayo Partnerships](https://www.trendhunter.com/trends/hellmanns-1.md) - [Competition-Based Esports Partnerships](https://www.trendhunter.com/trends/esports-world-cup-1.md) - [Esports Wearable Sponsorships](https://www.trendhunter.com/trends/oxygen-esports.md) - [Esports Beer Sponsorships](https://www.trendhunter.com/trends/100-thieves-2.md) - [Gaming Athlete Collaborations](https://www.trendhunter.com/trends/overwatch-2-2.md) - [Esports Championship Sponsorships](https://www.trendhunter.com/trends/spring-finals.md)