M&C Saatchi Sport & Entertainment has created a new esports division to reflect the booming growth of digital competitive gaming.
The new division will be led by Haran Ramachandran, S&E’s head of digital and will debut as a partner to the inaugural eGames, to be staged in Rio in August.
Chester King, chief marketing officer of International eGames Group, said: “We chose M&C Saatchi Sport & Entertainment as they have a real passion for esports.
“They and their clients understand the potential that being an eGames partner is a powerful alternative to traditional sport sponsorships.”
Ramachandran, said : “Esports is the perfect fusion of sport and entertainment, but in Europe especially brands have been reticent to get involved.
“We want to change that by working with brands to create compelling esports campaigns in the same way we do for traditional sports.”
The wing will provide strategic counsel and sponsorship advice to the esports industry – and those looking to get involved.