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Esports League Officially Allows Gambling Advertising
By Shane Addinall May 22, 2021 IndustryThe esports sector is opening its doors to sponsorships from the betting and liquor industries. The London Royal Ravens are the first to sign a partnership with betting site, Midnite. Keep reading to find out more.For esports players, things could be getting a whole lot more interesting with new changes in brand sponsorships.
It seems Activision Blizzard is testing out the idea of sponsorships from gambling and alcohol brands.
Sources within the industry reveal that individual team sponsors from the wagering and liquor business sectors are now possible.
Great News for Select Leagues
According to sources, these sponsorships are possible in the Call of Duty League and the Overwatch League franchises as a recent change in policy at Activision Blizzard allowing these sponsorships has been confirmed. Activision Blizzard is the parent company of both the Call of Duty League and Overwatch League.
The news came shortly after the London Royal Ravens Call of Duty team made a public announcement about their new sponsorship deal from the betting site, Midnite.
It is quite a big change as up until recently Activision Blizzard only allowed alcohol brands to sponsor leagues and not individual teams. In 2019, Bud Light became the official beer of the Overwatch League in a huge partnership deal.
Mixed Emotions
The news was met with a flurry of emotion and feedback. While there is a lot of positive commentaries, there are plenty of naysayers frowning on the new changes.
One thing that is clear is that this change in policy will allow for various new commercial possibilities for esports teams. Meaning the recent partnership between Royal Raven and Midnite might be the first of many to come.
In the long run, this could lead to a range of lucrative sponsorship opportunities in an industry where it was previously not allowed.
Against Company Ethos?
Many Activision Blizzard supporters believe that this could potentially go against the original ethos of the company. Prior to the announcement, it was widely known that the company is heavily opposed to any sponsorships from these sectors, leaving many questioning its sudden change of heart.
The new policy change is drastic and a complete reversal of the original, where the main focus was on 'family-friendly' sponsorships, ensuring games and competitions were suitable for all ages.
In the end, many industry experts will argue it has been a long time coming considering that betting plays a big role in esports. Instead of blocking the sector's access to esports, it is a wise move to welcome sponsorships and form long-lasting relationships. Even though esports is still unregulated in various regions, things are quickly changing with more authorities voting in their favour.
The Future Ahead
While it’s not yet clear if these sponsorships will have any restrictions attached, it could be an exciting time for esports teams going forward.
Many may not support the decision to including betting and alcohol sponsors, but the fact remains that esports betting sectors are growing rapidly and making connections is becoming more important than ever before.
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