Over the past few years, eSports has evolved from a niche pastime to a massive industry with millions of fans and billions of dollars in revenue. Nowhere is this more noticeable than in the kind of sponsors that the games and events attract.
In this article, we’ll review the partnerships that have redefined eSports in the first quarter of 2025. These were made with teams, events, and individual players, and they signal that huge multibillion-dollar companies are now interested in eSports.
The same can be said for the increase in eSports crypto betting, which is steadily on the rise. Cryptocurrencies and eSports are a perfect match, as they both cater to a young and tech-savvy demographic, offering exciting gaming opportunities.
Team Vitality × ASUS ROG
In early 2025, Team Vitality renewed its cooperation with ASUS ROG. This cooperation has been active for years, primarily in games such as Counter-Strike and Valorant, as well as a few others.
The deal includes the sponsor providing its cutting-edge hardware for the training facility the team uses, as well as combined marketing campaigns, primarily aimed at the youngest gamers. The partnership also puts ASUS ROG on the map as the best hardware provider for the most competitive gamers.
Virtus.pro × Samsung
Virtus.pro team similarly partnered with Samsung. This effectively positions Samsung as the most significant sponsor for eSports teams and events in Eastern Europe. It’s a thriving market that continues to grow annually, and Samsung has been a key contributor to this growth.
Additionally, Samsung will support grassroots tournaments and events for amateur players. This is an innovative path for discovering new and talented players who could easily become professionals if they are nurtured and cultivated early on.
NIP × Abu Dhabi Investment Office
The Abu Dhabi Investment Office (ADIO) made headlines with a $40 million investment into NIP Group in Q1 2025. This move has led NIP to relocate its office to Abu Dhabi. The partnership will cover youth outreach, the founding of eSports academies, and plans to open regional tournaments.
NIP is looking to enter a new and untapped market, and ADIO wants to create a cultural outreach program that will resonate with young fans and players who are already deeply immersed in the eSports subculture.
Cloud9 × Kia Motors
Cloud9 has been collaborating with Kia Motors for some time now, which has led to a complete rebranding; the team is now known as “Cloud9 Kia”. It’s one of the most comprehensive sponsorship integrations, with the Kia logo visible on jerseys, streaming overlays, and team merchandise.
The deal also includes a marketing campaign that Kia will conduct during live-action events, such as the Legends Championship Series. With such comprehensive efforts, Kia is pushing the limits of what sponsorship can be by not only supporting Cloud9 financially but also becoming a key part of its identity. There is a chance that other teams and companies may follow along and establish a similarly close relationship.
MLBB × China Unicom & Southeast Asia Sponsors
Mobile Legends: Bang Bang has been aggressively expanding for some time now, and this trend continued into the first quarter of 2025. The game lined up an impressive group of sponsors in China, including China Unicom, Durex, and Minsheng Bank. This unusual mixture of sponsors indicates that the game is seeking edgy branding and that it’s now accepted in the mainstream.
Smartphone brand Infinix has become the largest sponsor in terms of hardware across several Asian countries. These partnerships demonstrate that the games resonate culturally with the Asian market and that they are adopting a mobile-first approach.Eternal Fire × Melbet & Vivo Keyd Stars × EstrelaBet
Eternal Fire partnered with Melbet, and Brazilian powerhouse Vivo Keyd Stars teamed up with EstrelaBet. At this point, the regulations allow betting companies to sponsor eSports teams, and these sponsorships provide a steady income for Tier 1 and 2 teams.
Such partnerships are common in Eastern Europe and in South America, but the public and the fans usually react to them negatively. Many also believe that the area should be clearly regulated, or possibly even banned. Chances are that in the few years that will happen, given the negative public reaction to betting.
Team Liquid × Chess Grandmasters
In a surprising move aimed at expanding their field, Team Liquid signed elite chess grandmasters, including Magnus Carlsen and Fabiano Caruana, in Q1 2025. This is the first such blending between chess and eSports. The players will wear their team jerseys during their appearance in chess tournaments.
Platforms like Chess.com have worked to bridge the gap between online games and chess. Deals such as this one will further bridge that gap and introduce chess to a new generation of fans and players.
Strategic sponsorships signed during Q1 2025 demonstrate that eSports are a growing industry, with many more to come.
