British Esports Association

Video: Why more brands should support grassroots esports

News - 9 May 2017

The British Esports Association recently spoke at the Escon Europe esports conference in London, where content director Dominic Sacco chaired a panel on grassroots esports. In this video interview, he explains why more brands and sponsors should back the amateur scene.

“I think the grassroots players of today are the pro players of tomorrow, so it is really important to focus on them and help foster that community," he said. 

"I follow the UK League of Legends scene quite closely and we’ve seen players coming from the ESL UK and Ireland Premiership over the past year, and reaching the LCS, the top level of League of Legends”, he told  CalvinAyre.com's Becky Liggero. 

“It is important to show those guys that there can be a career in esports. And not just the players as well - there could be aspiring casters, sales people, coaches and analysts. It is important to show them esports is offering viable career paths now and they can make something of it.”

On brands in particular, Dominic added: "I think  there’s a lot of value [for sponsors]. I think at the moment, some brands maybe don’t see that value because the grassroots tournaments might have only a few hundred or a few thousand, or tens of thousands of viewers, as opposed to millions from the top end tournaments.

"If you are a sponsor coming in, you can test the water, the gras roots is the ideal sector because you don’t have to throw millions of pounds at the top level. You'll be paying less. And if it is a really exciting event that showcases the talent of the future, your brand will be associated with that.”

Check out the full video interview below: