How These 7 Companies Cracked the Code to Esports Sponsorships

A luxury car brand that's never sold a single vehicle to a gamer suddenly becomes the hottest name in Indian esports. That’s exactly what happened to Mercedes Benz when they sponsored ESL Gaming—they rewrote the rulebook on how premium brands can reach gaming audiences. 

When Mercedes partnered with ESL Gaming India, skeptics called it a mismatch. Luxury cars and competitive gaming? But the results were undeniable. The brand tapped into millions of affluent, tech-savvy viewers who obsess over performance and precision—exactly the audience driving premium automotive sales. 

This isn't an accident. It's a strategy. And it's happening across India's exploding esports scene, where smart brands are scoring massive wins by playing the game differently. 

Here's how the champions are doing it—and how your brand can dominate this space. 

1. Mercedes Benz x ESL Gaming: Luxury Meets Performance 

Mercedes sponsored the India ESL Gaming circuit, connecting their automotive excellence with gaming precision. They understood that both Formula 1 and professional esports share the same foundation: performance and precision matter most. 

The strategy worked by targeting affluent gamers who value performance and innovation. These aren't casual players—they're serious competitors who invest in premium gear and experiences. Mercedes positioned themselves as the luxury choice for success-driven gamers, building brand desire among India's growing esports elite. 

The payoff extends beyond immediate exposure. As India's esports audience hits 17 million, Mercedes owns mindshare with viewers who'll eventually buy premium vehicles. They're not just advertising—they're building tomorrow's customer base. 

2. GEPL x Pulsar: Breaking the Endemic Barrier 

The Global e-Cricket Premier League proved that non-gaming brands can absolutely dominate esports—if they play smart. Lenskart and Pulsar both cracked the code by finding authentic connections with gaming audiences. 

Lenskart's approach was smart: connect eye health with gaming performance. They didn't just sponsor tournaments—they educated gamers about digital eye strain while positioning their products as essential for competitive edge. This combined smart targeting with genuine value. 

Pulsar took the energy route, channeling competitive gaming excitement into their youthful brand image. They celebrated gaming victories alongside real-world achievements, successfully translating motorcycle brand values into esports arena wins. 

Both brands demonstrate how to authentically serve gaming communities while advancing brand goals. No forced partnerships—just smart value creation. 

3. Supporting Brand Ecosystem: The Infrastructure Play 

Brands like Bharti Airtel (connectivity), Loco (streaming support), and Nvidia (hardware partnerships) are building the infrastructure that makes esports possible. 

Brand Benefits: 

• Essential Integration: Becomes fundamental to the esports experience 

• Long-term Relationships: Infrastructure partnerships tend to be more stable and longer lasting 

• Industry Leadership: Positions brands as enablers of the entire ecosystem 

If direct competition sponsorship doesn't fit your brand, consider supporting the infrastructure that makes esports possible. Connectivity, streaming platforms, payment solutions, and hardware support are all critical—and offer unique branding opportunities without the competition for attention that tournament sponsorships face. 

4. Nippon Paint x Skyesports: City Pride Meets Gaming Glory 

Nippon Paint sponsored the Skyesports Premier League—a franchise-based PUBG Mobile tournament featuring city teams like Chennai Clutchers and Bangalore Royals. 

The strategy used India's regional pride and IPL familiarity. Fans didn't just support teams—they supported their cities. Nippon Paint connected their brand with local achievement and community success, generating positive sentiment among mobile gaming audiences. 

This localized approach works because regional loyalty runs deep in India. When Chennai's team wins, it's not just a gaming victory—it's city pride. And Nippon Paint owns part of that emotional connection. 

5. OPPO x PUBG Mobile India Series: Scale Meets Access 

OPPO's PUBG Mobile India Series strategy was smart: create a Rs 1 crore tournament that anyone could enter. Three months, nationwide access, massive prize pool. 

The smartphone giant aligned perfectly with their Gen Z target—the demographic driving mobile gaming adoption. By making competition accessible to every player, OPPO positioned their devices as the democratic choice for serious mobile gaming. 

The extended three-month format increased brand exposure while generating sustained community engagement. With esports viewers consuming hours of gaming content weekly, OPPO captured attention during peak engagement periods. 

6. Mumbai City FC: The Cross-Over Champion 

Mumbai City FC created a comprehensive cross-industry approach by forming their own FIFA esports team while partnering with Acer, OPPO, EA Sports, and Puma. They didn't choose between traditional sports and esports—they conquered both. 

The strategy recognizes modern reality: sports fans consume content everywhere. They watch football matches and FIFA competitions with equal passion. Mumbai City FC expanded their brand touchpoints while offering partners access to both audiences. 

Each partner contributes complementary value without competing directly. The result? Multiple integration opportunities and shared marketing costs across a diverse ecosystem. 

7. Sports Franchise Revolution: Double the Audience, Double the Win 

Kerala Blasters, Puneri Paltan, FC Goa, and other franchises are partnering with established esports teams like Orangutan and Global Esports. The approach? Access multiple audiences through single partnerships. 

Instead of choosing between traditional sports or esports sponsorships, brands now reach both demographics simultaneously. Sponsor Kerala Blasters' esports initiative, get exposure to football fans and gaming audiences. Greater reach, streamlined investment. 

These hybrid partnerships are projected to generate millions viewers for franchise-based esports formats. That's scale with demographic diversity—exactly w hat smart brands need. 

Game Time: Your Brand's Next Move 

India's esports market is exploding, and the brands winning big are those playing strategic games rather than just buying visibility. They're building genuine community connections while advancing business objectives. 

The opportunity is massive. The audience is engaged. The competition is still catching up. 

Whether you're targeting premium audiences, mass markets, or building infrastructure relationships, there's a winning strategy waiting. The question isn't whether your brand should enter esports—it's how fast you can start playing to win. 

The game has already begun. Will your brand be a champion or a spectator? Let the Zupotsu team know.

Zupotsu is a martech platform on a mission to ‘digitize’ sports marketing. Zupotsu enables the discovery, engagement, and evaluation (the ‘DEE’ framework) for every sports and esports marketing asset. Please sign up at www.zupotsu.com. Follow us on LinkedIn and Instagram. Reach out at ‘marketing@zupotsu.com’ for any queries.