Ad-Tech Companies Are Dipping Their Toes Into Brand Sponsorship Metrics in Esports

SPORTS

Measurement firms are hoping to rack up their own points in the growing world of esports advertising.

A flurry of major brands have signed on for sponsoring the rapidly growing world of esports. In July, Pizza Hut, Starbucks and Snickers all announced sponsorships of the Madden NFL 20 Championship Series. Earlier this month, Honda became the exclusive automotive partner of the Riot Games League of Legends Championship Series. Even dating app Bumble is getting into gaming with plans to sponsor an all-female team for Fortnite.

But there’s another trend this year as well. As the volume and variety of esports streaming becomes increasingly mainstream, ad-tech companies have been creating new ways to measure the impact of brand sponsorships across various streaming and social platforms. With more spending comes the need for better measurement, and this presents an opportunity for ad-tech startups as well as the standard coterie of analytics firms.