M&C Saatchi Sport & Entertainment has announced a new dedicated eSports offering and launched a partnership with the inaugural eGames, to be staged in Rio in August.
The new division will be led by the agency’s head of digital, Haran Ramachandran, with the eSports team set to offer strategic counsel and creative activation to brands wishing to navigate the burgeoning industry.
As part of the deal, M&C Saatchi Sport & Entertainment will provide strategic counsel and sponsorship advice around the new event, which brings the world's top players together in national teams to compete for global recognition.
“We chose M&C Saatchi Sport & Entertainment as they have a real passion for eSports,” said Chester King, CMO of International eGames Group. “They and their clients understand the potential, that being an eGames partner is a powerful alternative to traditional sport sponsorships.”
“eSports is the perfect fusion of sport and entertainment, but in Europe especially brands have been reticent to get involved,” said Haran Ramachandran, head of digital, M&C Saatchi Sport & Entertainment. “We want to change that by working with brands to create compelling eSports campaigns in the same way we do for traditional sports.”
Last month M&C Saatchi Sport & Entertainment won its fifth Agency of the Year title at the BT Sport Industry Awards 2016. View the full list of winners here.