Esports case session held at Yota Arena as part of Russian Sponsorship Forum

On November 28–29, Moscow’s Yota Arena is hosting a major business event devoted to sponsorship issues, the Russian Sponsorship Forum 2018. On the first day of the Forum, an esports case session was held on the main stage of the Arena, during which representatives of major brands and media agencies shared their own stories of sponsorship integration in electronic sports.

Yaroslav Meshalkin, head of strategic communications at ESforce Holding, moderated the session, titled Sponsorship in Esports: Cases and Trends. Speakers included:

  • Michael Heina, head of esports, Europe, at Nielsen Sports.

Topic: Sponsorship in esports — status quo and how to successfully engage with the fans

  • Sergey Barkhudaryan, head of Publicis Media Sport & Entertainment Russia

Topic: Esports players as brand ambassadors

  • Olga Ocheretina, head of PR at Pochta Bank, and Daniil Romanov, head of retail business project development at Pochta Bank.

Topic: The strategic partnership between Pochta Bank and RESF.

  • Rodion Sokolov, former head of media at MediaMarkt, co-founder of Click-Storm and Cybernetica.

Topic: No child’s play: How integration into the gaming subculture increased sales without mass advertising.

  • Roman Ryazanov, senior digital special projects manager at Wavemaker.

Topic: ACUVUE’s entrance in the esports field.

At the beginning of the session, Michael Heina, representing the major analytics company Nielsen, reviewed the state of the market and used a number of international cases as examples to highlight the specifics of working with esports audiences. Subsequent speakers talked about the goals they had been set at the launches of their respective esports projects, and assessed the efficiency of integrations with respect to company image and business growth.

ESforce, a major esports holding, was a partner of the Russian Sponsorship Forum 2018 main event. As a leader in the ever-growing esports market, ESforce Holding has participated in numerous Russian and international industry events.

Held for the third time in 2018, the Russian Sponsorship Forum is the country’s leading event devoted to the issues of brand promotion via sponsorship integrations in various segments of the market. One of the Forum’s main objectives is to lower communication barriers between market players, thus increasing the efficiency of sponsorship activations. Every year, the platform brings together advertising and marketing directors for large brands, top executives at leading media agencies, analysts, organizers, and other participants in the sponsorship market.