In 2018 alone, the global esports economy is projected to reach $905.6 million according to Newzoo. By 2021? Newzoo expects that number to grow to over $1.4 billion. Why? A major factor is investment in the space from brands, with 2018 already seeing a 48% increase in brand commitments.
Knowing this, how does a brand approach an esports deal? What are the teams and groups looking for when it comes to working with brands? In an uncharted space, those questions can be hard to answer. Luckily, we caught up with Ryan Musselman, SVP, Global Partnerships at Infinite Esports & Entertainment, to give you an inside look at the rapidly growing world of esports while breaking down what brand partners are looking for when they are talking to teams and groups like Infinite Esports & Entertainment.
What are brands asking when it comes to esports? How are organizations educating them? @OpticJ, SVP, Global Partnerships for @InfiniteEnE, breaks down "Esports 101" in the latest episode of #ShotCallers. pic.twitter.com/LLshTzevSh
— Front Office Sports (@frntofficesport) June 7, 2018
Finding himself in a unique position with Infinite and their different verticals, Musselman showcases the advantage brands have when it comes to working with esports teams and why a partnership that may seem digital in nature can become physical thanks to events, activations, and more.
In a Front Office Sports exclusive, Adam White caught up with Musselman at Infinite’s HQ in Dallas to see how they are growing within their ecosystem, why they are working with brands like T-Mobile, and what the future of the industry looks like from here.