Comcast is the latest corporation to get in on the eSports movement, today announcing brand partnerships with both the ESL and Evil Geniuses.
ESL is the world’s largest eSports network, and Comcast will be an “official partner.” Xfinity naming and branding will be visible during ESL’s tournaments, including today’s Halo Championship Series: Pro League Season 1 and this weekend’s Heroes of the Storm Live Finals in Los Angeles.
Evil Geniuses is one of the most successful eSports organizations. Comcast will provide internet and video service at EG’s training facilities and the company’s branding will appear on team jerseys, social channels, and more.
“eSports is the competitive playing field for the digital age and we’re proud to align our brand with an industry and a team that is so steeped in technology,” Todd Arata, vice president of brand marketing at Comcast, said in a statement.
This is yet another sign of eSports’ growth, with analysts predicting the eSports market to grow to $463 million in 2016 with a following that is nearing the likes of some major sports.
Comcast, the presenting sponsor of GeekWire’s upcoming Sports Tech Summit, is not the only company that sees opportunity. Just last weekend, Turner Broadcasting hosted its first ELEAGUE competition this weekend that generated more than 150 minutes of video consumption across broadcast TV and online via Twitch.
There’s also the Pac-12, which announced last week that it will host and broadcast eSports competitions, with teams representing each of its universities. The decision to launch the tournaments was based on “growing interest amongst Pac-12 students in competitive video gaming.”
