From the real world to the digital world- eSports13. April 2018
fischer is the first of its industry to become involved with eSports. Why? Voker Amann, responsable for the fischer sponsorship activities, gives an insight.
fischer and eSports: how does that fit together?
Modern technology is finding its way into our own company to the benefit of the productivity and quality, but also to our services. We provide tools such as apps, construction and design software, as well as e-commerce support to our trade partners. It therefore seemed obvious to additionally expand our sponsoring activities from the “real” to the “digital” world. fischer is the first of its industry to become involved with eSports.
Was the eSports sponsorship an add-on to an existing agreement, or did fischer deliberately choose eSports?
We opted to sponsor eSports on our own initiative. Every year, we renew or rather expand our sponsoring activities through cooperating with further partners. Over the past year, our focus was on addressing the young, digitally connected target group. In Germany alone, approximately eleven million fans regularly follow eSports tournaments. The global market is increasing by 40 percent each year, and continues to grow. eSports harbours a lot of potential for us to continue to make our brand more public and popular. Our partnership with the VfB Stuttgart team has been ongoing for over seven years. This is how we became aware of the fact that the team has now set up its own FIFA eSports team with which it is now active on the digital pitch. Our brand can therefore be seen in the traditional way in a stadium as well as virtually. We will therefore demonstrate a strong presence in front of a large live audience as well as in front of TV screens and monitors.
How did eSports come to fischer’s attention, and which company division took the initiative?
Digitalisation is currently advancing at a fast pace, while offering plenty of opportunities for the economy overall. eSports is sport’s answer to this development. The new trend sport harbours a lot of potential: a wide reach while appealing to the younger, digital generation, access to a new, exciting world and the opportunity to stand out from the competition with your activities. This is why we decided to extend the team partner contract with VfB Stuttgart while also supporting their FIFA eSports team.
To what extent do fischer’s sponsoring activities differ between eSports and other places?
We continue to do conventional sponsoring, in addition to which we were also looking for alternatives. We then discovered eSports as an increasing trend that thrills the masses while particularly appealing to a younger target group. We are keen to expand our football sponsoring from the real world to this digital world.
Has there been any indication of success? Which requirements does fischer have of eSports sponsoring?
eSports is still a relatively new territory for us. It’s an exciting challenge, and getting to know this world is a lot of fun. We hope to be able to tap further into this market with our eSports involvement.
Does fischer have any plans to expand its involvement? Will there be other teams? Will tournaments and leagues be part of the sponsorship?
We see digital football as an ideal platform to make and maintain contact to the young, digital generation. eSports is also an eye-catching stage for our brand. Therefore, there is a good chance that we will continue and expand our involvement.