This morning it was announced that ESL had expanded their partnership with Intel through to 2021. This is a 3-year deal worth $100 million with the primary goal being to expand into the Asia-Pacific region, this adds to the heft of the booming market of Esports.
Stated in the deal, Intel will be the providers for the technology, this includes the high-powered computer processors and 5G, for some of the best-known Esports events coming up over the next couple of years.
Intel will also be working alongside ESL to create and host new Esports event across the world, this would be on top of the leagues and tournaments that ESL currently run. This investment from Intel is nothing new for them, they have been sponsoring ESL events for 18 years now, meaning Intel are one of the first major companies to step into the Esports scene which is now exploding in terms of market value and potential.
We believe the leagues will now be called “Intel-ESL”, changing it from the former name of Electronic Sports League. The partnership is officially the biggest brand and technology partnership/sponsorship in the world of Esports right now.
The Vice President of Intel and General Manager for Virtual Reality, Gaming and Esports, John Bonini mentions that the company is “very proud to have been a key part in growing Esports”. He believes that the partnership between ESL and Intel will create a more long-term and sustainable pathway in the industry.
ESL’s Senior Vice President of Global Brand Partnerships had this to say following the deal:
“For a really long period of time, there were a lot of one-year deals, sometimes two-year deals, in Esports” … “Now other big brands and traditional entertainment companies have started to invest, and it’s allowed us to have an approach and strategy that’s pretty identical to traditional sports entertainment”.
With some Esports companies now falling into the trend of franchised leagues and following in the footsteps of traditional sports, it has widened the potential market area for external companies and sets the industry up for incredible growth.