EA Sports Madden NFL 21 Championship Series (MCS21) will have the most corporate partners in the esports competition’s history, it has been announced. The non-endemic sponsors so far include Pizza Hut, Snickers, Oakley, Gillette and Campbell’s Chunky. Each brand will be deeply integrated into the series through customized sponsorship experiences.
Click here for the story from sportsbusiness.com.
Questions for Classroom Discussion
- What is sponsorship?
- How do companies decide which sports and entertainment events to sponsor?
- Based on information from this story, identify three examples of brands sponsoring the Madden 21 esports competition.
- Why do you think those brands chose to align with the Madden 21 championship series event? What might they hope to accomplish through the partnership?
- What is sponsorship activation? Based on information from this story, what is one example of a brand activating their sponsorship of the Madden 21 Championship Series? Be prepared to describe the activation.