E-sports is "luring mainstream advertisers and intensifying competition between big game publishers and nimble upstarts," and marketers typically attached to U.S. sports leagues "have noticed," according to Sarah Needleman of the WALL STREET JOURNAL. Arby's is "one of three initial sponsors" for TBS' broadcast of ELeague competition beginning Friday and expects to spend roughly $5M this year on e-sports and "other videogame-related marketing." Arby's Brand President & CMO Rob Lynch said, "This is where the future is." Needleman notes Geico sponsors two pro e-sports teams and "expects to organize a half-dozen competitions this year." Buffalo Wild Wings is another ELeague sponsor, and BWW VP/North America Marketing Bob Ruhland said, "As a marketer, we would be foolish to turn a deaf ear to the size of the audience." But Needleman notes not everyone "is sold on e-sports for television." A Turner official said that TBS is "still talking to companies to fill five remaining sponsorships." Some companies "worry that television play is untested." Pizza Hut plans to "spend roughly" $1M on e-sports marketing this year, but "only online and onsite at competitions." Executives such as Ruhland, though, "see the potential to reach a younger audience." Ruhland: "It is a renaissance moment for e-sports" (WALL STREET JOURNAL, 5/24).
