INC.com's Nicolas Cole noted as of right now the e-sports economy is "primarily driven by sponsorships and advertising," generating close to 78% of total revenues produced. But the challenge for big brands, especially those that "might not seem like immediate fits for the booming industry, is figuring out how to effectively navigate the emerging landscape." Several categories of brands right now are "looking to capitalize on the industry's recent popularity." Since professional gaming is now considered a "sport," health, fitness, and supplement brands are "looking to weave themselves into the narrative by supporting players' physical well being in order to help them compete at the highest levels" (INC.com, 1/23).
BRAND LOYALTY: NFL Draft prospect Ben Boulware in a special to SI.com discussed his decision to sign with Element Sports Group agents Michael Perrett and Kevin McGuire, as well as a marketing deal he hopes "comes to fruition." Growing up, Boulware and his brother, Garrett, a catcher in the Reds' organization, ate Lunchables "almost every day." Boulware: "It’s so childish, but they’re so good. I still eat them. When we met with my agents the first time, we told them 'This may sound stupid, but we want our first marketing deal to be for Lunchables.'” Boulware wrote, "I'm dead-ass serious. ... Michael and Kevin, that better be coming soon. I’m waiting to get that box of Lunchables. Or just a card where I could get a discount" (SI.com, 1/24).
FRESH LOOK: Texans DE J.J. Watt yesterday "released a new colorway of his signature Reebok shoe." In Houston, Matt Young notes the new versions have Texans colors -- red and blue -- and are "called the JJ I City Pack." The design of the City Pack "features the introduction of a fade treatment to the JJ, blending the bold red and blue that Watt wears on the field from heel to toe." The shoes "hit the shelves of Houston stores" early yesterday (HOUSTON CHRONICLE, 1/25).
AROUND THE HORN: In Charlotte, David Scott notes several new sponsorship deals around the upcoming NASCAR season. Hooters will be the "primary sponsor" for Chase Elliott’s No. 24 Chevy in the Monster Energy NASCAR Cup Series, while Furniture Row Racing "announced a primary and associate sponsorship with WIX Filters for drivers Martin Truex Jr. and rookie Erik Jones." Finally, Liberty Univ. has "returned as primary sponsor" for driver William Byron, who will be a rookie on the Xfinity Series this season (CHARLOTTE OBSERVER, 1/25).
