Esports boom

Esports has exploded in popularity, especially among young males, attracting major sponsors like Orange and Michelin. Teams, often backed by venture capital and led by influencers, rely heavily on sponsorships for revenue. Women's esports are also growing, with support from brands like Aldi. France, with its large fanbase and government support, is poised to become a major esports hub, especially with Paris hosting the 2024 League of Legends World Championship.

Esports – competitive video gaming between professional players for prestige and prize money – has grown from a niche hobby into a cultural phenomenon on par with film and music. Video games have gone mainstream, with over 39 million French people playing occasionally per the 2023 SELL report. 

Esports has professionalised over several revolutions. Structures function like traditional sports teams with branding, supporters and rally signs. Originally started by players uniting under shared colours, the growth of influencers sparked “influencer structures” – esports teams built on existing follower bases from former pro gamers or popular Twitch/YouTubers. French organisation Karmine Corp, founded in 2020 by influencers, is considered an esports “UFO” given its wildly engaged fanbase. Gentle Mates, founded in 2022 by France’s #1 YouTuber Squeezie, follows this model.

Many structures use venture capital to rapidly scale then struggle to profitably monetise. Sponsors have stepped in, supporting leagues, tournaments, teams and players with brand presence on jerseys, social media and events. Initially gaming-centric, sponsorship has expanded across food, retail, luxury, automotive and telecoms. 2024 sees Orange, Michelin, CIC Bank, Aldi, Unilever, Alpine and Deezer activating in esports. 

Why should brands care about esports?

The audience skews young (mostly 15-35 years old) and male – an attractive niche who consume media on live streaming platforms like Twitch versus traditional channels. While only 6% of French esports tournament participants are women, personalities like Christine “Potter” Chi, coach of the 2023 Valorant world champion men’s team, or French host/commentator Laure “Bulii” Valée demonstrate shifting perceptions. Women’s leagues are also growing: major structures have inclusive teams while brands like Aldi (sponsoring Team Vitality’s Rising Bees) and Cetelem (with Solary Académie) amplify these efforts.

Esports’ international reach also provides value, with the 2021 League of Legends World Championship peaking at 73 million global viewers. Saudi Arabia announced a new annual esports World Cup from 2024 to become the “primary global hub for video gaming and esports” – though comparisons exist to attracting high-profile traditional athletes for soft power gains.

Sponsorship represents 40% of team revenues according to Karmine Corp’s CEO - significant given esports’ lack of broadcast or ticket sales. Brands actively engage in fan culture through dedicated social accounts, Twitch shows and collaborations. By partnering on performance, branding or image, sponsors can benefit from team notoriety and influencer fame.

In 2023, French events attracted tens of thousands in-person and millions online. Karmine Corp plans to host tournaments in Evry-Courcouronnes’ Agora Arena as a resident club. Reduced VAT on esports tickets also signals government buy-in. With structures and competitions maturing, plus Paris hosting the 2024 League of Legends World Championship quarter and semi-finals, French esports looks bright for 2024.