British Esports Association

Tips for UK esports organisations looking to secure funding

News - 4 Sep 2018

Some of the most common questions we get asked by grassroots UK esports organisations include: how can we get sponsors on board? How can we get funding? What’s the best way for us to go about this?

To help answer this, the British Esports Association has produced a guide on securing funding.


Read the full esports funding guide here
(or check out a snippet from it below:)


There is no quick win or one-size-fits-all solution. Every brand is different and what’s interesting to one may not be the case for another.

However, you can employ good practice and follow a few steps which could help you progress.

First of all, you’ll want to have a clear plan, as outlined earlier in this guide, and know what it is you want from sponsors and what kind of sponsors you’re looking for. Do you want to go after a big endemic games brand that already sponsors some of the world’s top esports teams? Or could your time be better spent on smaller brands or non-endemic companies? (endemic brands are those specialist brands within gaming, non-endemic ones are general, outside of gaming)

Also, it’s fair to say this market is saturated and that’s something to bear in mind when seeking funding. There are hundreds of other grassroots or semi-pro esports organisations in the UK all competing for a slice of sponsorship right now. Most of them are going after the same sponsors and that can make for a fiercely competitive environment.

Because of this, it’s important to set yourself apart, find your unique selling point (USP) and try to think outside the box. Why not go after local businesses in your area looking to reach a new market? Could you try to launch something which is fresh or different to what everyone else is doing? Think about what your branding says about you. Why will companies want to buy into it?

Also, look at your competition, look at what they’re doing well and what could be improved on. Is there a gap in the market you could identify and focus on?

Think about what you can offer sponsors too. Is it a shirt sponsorship, a content partnership, an event with their name in it? How much will you be charging for this and why?

These are all questions that are worth asking yourself, because your answers could be very different to other org’s answers, and that could set you apart and help you formulate your funding plan.

Another important thing to consider is whether you’re set up as a registered business yet. If you don’t know what you’re doing in this area, make sure you look into it and research carefully and thoroughly. There is plenty of information available online, and many advantages to setting up as a registered business, but with that comes legal responsibilities which you should be aware of.


Read the full esports funding guide here


Image source: Freeimages.com/Sam Savine