Fusion has hired a head of partnerships to build up the team’s dealings with jersey and digital sponsorsBLIZZARD ACTIVISION
After building up the Philadelphia Fusion's fan base during the inaugural season of Overwatch League, team CFO Joe Marsh said that the Fusion are "focusing on making the franchise more profitable," according to Courtney Becker of the PHILADELPHIA INQUIRER. Marsh: "We made a conscientious effort in the 2018 season to really build our brand." He added the '18 season was a “building block” for the franchise. He said, “We learned that in order to monetize your asset, you have to have an authentic brand and really be able to connect your fan base, your sponsors, and your advertisers with your brand.” The Fusion have "hired a head of partnerships to build up the team’s dealings with jersey and digital sponsors." Marsh said that one of the next steps is "determining the 'right size and amenities' for an esports arena in Philadelphia." Because OWL regular-season matches were played at Blizzard Arena in Burbank, Calif., this season, the team "relied heavily on social media along with watch parties to connect with local fans." Since January, the Fusion have "gained more than 72,000 followers on Twitter and over 4,800 members" on gaming communication app Discord. A group of fans also "started a booster club, called the 'Fusion Fam.'" Marsh said, "To pack a major arena in a major market and also be on ESPN and Disney XD, the future is bright. ... People are going to think the Overwatch League is here to stay" (PHILLY.com, 7/31).
SOAKING IT IN: ESPN's Pablo Torre said that he and Bomani Jones attended the OWL finals at Barclays Center and it "all felt very real to me, it all felt like a real live sporting type of event, and I enjoyed myself." Jones: "They have adopted all the things that we do in the presentation of sports and they've brought it here. ... I don't know how long it is going to take (to go mainstream), but kids are so charged up about this." Jones added, "Part of the appeal of sports is we've all played sports. ... I don't know if people are going to watch this if they don't play the sport." Torre said OWL is there for people who "get that culture and it's going to take some sort of translation to the mainstream for this to truly grow." Torre: "But man, the entire trappings of this felt like, 'Man, there is a lot of money here and there is a lot of attention here,' and those ... are two ingredients for a first-ever league? That's pretty good" ("High Noon," ESPN, 7/30).
For more coverage of the business of esports, visit our partners, esportsobserver.com.
