M&C Saatchi Sport & Entertainment, the dedicated sport sponsorship and entertainment PR agency, has announced the launch of a new eSports offering, and a partnership with the eGames, taking place at the Rio Olympics 14-16 August.
Head of digital Haran Ramachandran will lead the new venture, providing counsel and creative activation to brands seeking to navigate the emerging industry.
Ramachandran said: “eSports is the perfect fusion of sport and entertainment, but in Europe especially brands have been reticent to get involved. We want to change that by working with brands to create compelling eSports campaigns in the same way we do for traditional sports.”
M&C Saatchi Sport & Entertainment will provide strategic counsel and sponsorship advice in the eGames inaugural event, which will bring the world’s top players together in national teams to compete for international recognition.
“We chose M&C Saatchi Sport and 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.”
M&C Saatchi Sport & Entertainment specialises in rights amplification, sponsorship, PR, branded content creation and experiential production. The firm is part of the global network of M&C Saatchi, with 26 offices across 19 countries.