Logan McLean, Esports Advisor, for NGame Esports shares his perspective about the recent partnership between Mastercard and G2 Esports
The recently announced partnership between the respective industry titans, G2 Esports, and Mastercard is the natural progression of a prior sponsorship arrangement made between Mastercard and developers of League of Legends, Riot Games. The multi-year agreement that saw Mastercard position themselves as the first global sponsor of League of Legends primarily focuses around three main events: League’s Mid-Season Invitational, All-Star Event, and the World Championship.
Mastercard aims to sponsor marquee events and organizations in the esports industry, the agreement between Mastercard and G2 comes as no surprise given the status of G2 Esports.
The agreement will see Mastercard sponsor all of the digital content produced by G2 Esports. Most notably, the freshly rebranded with Mastercard flair ‘Priceless Moments’ weekly series. The deal will see the two parties collaborate on behind-the-scenes content and fan-focused activations. It is exciting for G2 to lift the veil of secrecy in due time and begin to roll out various content pieces and fan activations with their signature quality and polish. Until that time, however, we are unable to evaluate the success of the agreement of G2 Esports properly, and the content produced itself. In proper Mastercard fashion, the deal is priceless.
I am excited at the potential opportunities of this deal, while most of the details of the agreement itself are shrouded in secrecy. I am personally hoping for the potential offering of Mastercard credit cards with G2 themed customizable backdrops. I envision this to be similar to the partnership between the NFL and Visa, which offers fans the ability to customize their cards with the branding of their favorite NFL team.
I am confident in the ability of customizations to consumers’ credit cards to act as a draw for Mastercard. I would not be shocked to see Mastercard roll out this feature, and then quickly partner with other large organizations such as Team Liquid, Cloud 9, and Team Envy. To me, this would fit comfortably within their tagline of “deepen our engagement with the esports passion and build upon our vision of bringing powerful content and priceless experiences to fans.”
Lastly, if a program of this nature were to be announced, I am confident that there would be blowback from non-endemic forces in the industry. Which would further legitimize the growth and popularity of esports to outsiders.
The continued announcing of partnerships of this size and scope indicates the overall health of the rapidly growing esports industry. With significant financial services entering the sponsorship fray, it will be hard for naysayers to maintain their anti-industry position.