Fansided

Celtics Crossover Gaming lays out path to sustainability without huge audiences

By Derek Helling

LONG ISLAND CITY, NY - MAY 19: oFAB of Celtics Crossover Gaming during the game against Mavs Gaming on May 19, 2018 at the NBA 2K League Studio Powered by Intel in Long Island City, New York. NOTE TO USER: User expressly acknowledges and agrees that, by downloading and/or using this photograph, user is consenting to the terms and conditions of the Getty Images License Agreement. Mandatory Copyright Notice: Copyright 2018 NBAE (Photo by Michelle Farsi/NBAE via Getty Images)
LONG ISLAND CITY, NY - MAY 19: oFAB of Celtics Crossover Gaming during the game against Mavs Gaming on May 19, 2018 at the NBA 2K League Studio Powered by Intel in Long Island City, New York. NOTE TO USER: User expressly acknowledges and agrees that, by downloading and/or using this photograph, user is consenting to the terms and conditions of the Getty Images License Agreement. Mandatory Copyright Notice: Copyright 2018 NBAE (Photo by Michelle Farsi/NBAE via Getty Images) /
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As the NBA 2k League seeks to establish itself, building relationships with brands is much more important for the league’s foundations than audiences for its contests.

The NBA’s exploratory venture into operating an esports league hasn’t been a tremendous success in terms of viewership so far, but the number of sponsorship deals continue to pile up for both individual franchises and the league as a whole. A recent announcement by Celtics Crossover Gaming is the latest such partnership.

According to a press release Celtics Crossover Gaming has partnered with Alley Powered by Verizon to provide the franchise with training facilities at the Alley location in Cambridge, Mass. In addition to a custom mural by artist Matt Corrado, Alley will provide the team with gaming and video equipment for its practices. The partnership also allows the team access to other Alley facilities when on the road.

Perhaps the biggest benefit of being at Alley for Celtics Crossover and the league as a whole is that it is a co-working space. While the gamers are practicing, they will be sharing the facility with other businesses who exist in similar industries like communications and entertainment technology. The connections that simply being in that space afford the league could lead to many more sponsorships.

The league and its franchises have had great success snagging partnerships with endemic brands, like Alienware, CEEK VR and Intel. The monetary value of those deals is limited, however, as a large portion of what the sponsors provide is likely largely in-kind as opposed to straight cash. Non-endemic brands have real potential to build value for the league, and that’s an area where the league is still very much in its infancy.

A big step was taken recently with landing a league-wide contract with State Farm. If that’s merely the beginning of brands whose products and services aren’t native to esports signing on, then the league will build a strong foundation for the future. At some point the audiences will have to grow in order to sustain these partnerships, but in the first season, the league and its teams can sell themselves on the strength of their ties to the NBA and their perceived potential.

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So far audiences aren’t burgeoning for the league’s games, but if the league and its teams can continue to pick up sponsorships despite those numbers, the future is still bright.