The 2019 League of Legends World Championship Quarterfinals took place last weekend, which stacked the league’s top esports organizations head to head. From teams to brand sponsors, we wanted to understand who led the conversation on social.
We tracked all activity around the handles, hashtags, and phrases of the tournament as a whole, during the 2019 Worlds Quarterfinals from 10/26/19 – 10/28/19. Over the weekend, over 86K posts used the official #Worlds2019 hashtag. Impressions on posts about the Worlds Quarterfinals reached over 968 million, helping generated an impression value of $5.1 million and an engagement value of $2.3 million.
When gauging the conversation around each esports team competing in Worlds 2019, we tagged posts each time a team was mentioned, included in text, or any of their hashtags/hashflags were used. The most talked-about team over the weekend on Twitter was G2 Esports with posts about the team generating 295 million impressions and over $1.9 million in social value. Other esports teams generating major conversation on social included Fnatic, SK Telecom T1, and Splyce. See the complete ranking of the teams generating the greatest social value during Worlds 2019 below, or download the full report here.
Looking for inspiration as a brand for maximizing ROI in esports marketing? Look no further than the work done by brands involved in this year’s World Championships. From Mastercard & SecretLab to Red Bull & Alienware, here were the Top brand sponsors on social.
Takeaways
Based on the quarterfinals of the 2019 LoL World Championships, here are some takeaways that you can bring home for your sports team or brand:
- Remember to assess your audience before going into corporate partnerships. In partnership marketing today, it isn’t enough to just say you’re a big sports team & you’ll get lots of eyeballs. You need to be smarter about how you sell yourself. And brands, make sure you ask the right questions.
- There are many factors that go into what makes a corporate partner the right fit, specifically on digital & social media. What brand does your audience follow the most? What brand do your fans think the highest of in a certain category? Does said brand have a presence in your market or has potential to be based on audience demographics? All of this is possible to find out through digital analysis.
- Recognize your influencers. Whether they are a part of your own team, the press, or a superfan, these people can play a key role in driving fan conversation and influence opinions. Empower them and make sure you are following them the same way you would your own players.
At Zoomph, we have a passion for using audience analysis to better understand what makes the best sports sponsorships work. For more about our process or to see how we could help you, give us a shout!
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