With viewing figures in the hundreds of millions, and increasing attention from brands looking to capitalise on the ever-growing profile of the industry, now is a particularly exciting time for esports organisations and their potential sponsors.

In this article, Will Deller and Adam Thew examine some of the key issues to consider when looking to enter into an esports sponsorship deal, whether you’re a team looking to get a sponsor for your LoL team kit, or a sponsor wanting to get your logo onto a tournament’s live stream. As the industry continues to grow rapidly, with progressive new league formats creating stability in esports, there has never been a better time to delve into the detail of what the industry has to offer.

To read the full article follow this link.

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Will is an associate in our Media, Entertainment and Sports Group, based in London. Will's sports practice is focused on commercial/contractual matters, though he also has experience in advising on league structuring, rule drafting/interpretation and other regulatory issues. On the commercial side, he routinely advises on sponsorship and media rights, but in addition he advises clients on a range of other areas of law, including gambling regulation, advertising and consumer law. In his time at Bird & Bird, Will has gained experience in working across a number of different sports, and in recent years he has developed a particular focus on esports, where he has advised industry stakeholders on setting up new esports leagues, sponsorship, player contracts and a variety of other issues.

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