Snickers is going after the young, male Millennials that make up a large part of the eSports audience as the chocolate bar-maker signs on to sponsor ELeague, the professional eSports league co-owned by Turner Broadcasting and talent agency WME/IMG. As a sponsor, Snickers will run ad spots during the broadcast of season two of ELeague on TBS, sponsor a live pre-game show, and name a post-game bloopers segment after its campaign slogan “You’re Not You When You Are Hungry.” Earlier this year, ELeague struck a deal to live stream its content on Twitch to reach a wider audience online.
What Brands Should Do
Over the past few years, eSports has grown from a nerdy niche into a media platform that attracts a massive audience and generates billions of dollars. The first season of ELeague brought in a huge audience that no brand should ignore, and Snickers is smart to sponsor the series to reach its target audience. Previously, early-adopting brands such as Coca-Cola and Geico have been sponsoring eSports events to reach its young, male-skewing audience who typically shun traditional ads. Therefore, now is the time for brands to include video game streaming and eSports as part of the media strategy via relevant sponsorships.