Plarium & Navi

Following an extensive analysis of game developer activity in sports sponsorship, SportQuake worked with Plarium to develop a shirt sponsorship strategy with Ukrainian esports powerhouse Natus Vincere for four key reasons:

• Hyper Targeted Audience – RAID: Shadow Legends is a unique product with a large focus on core gamers. By partnering with an esports team, Plarium could drive awareness among a gaming-enthused esports audience in the exact key demographic they wanted to attract.
• Immediate Brand Awareness – As an esports shirt sponsor, Plarium would drive huge coverage at all team activity including competitions, live streams and players appearances.
• Key Market Fit – Battle royale game CS:GO is a particularly popular title in RAID: Shadow Legend’s key markets. NAVI are the world’s best CS:GO team so the partnership would resonate particularly strongly in the territories most important to Plarium.
• Influencer Marketing – Esports sits in a sweet spot between digital sports and influencer marketing. The partnership would create a number of activation opportunities around influencer marketing, most notably with S1mple, an esports legend and NAVI member.

The partnership launched in January 2021 ahead of a series of major esports events in which NAVI were taking part – and eventually dominated – bringing major attention to the team, the game and the partnership itself.

Plarium amplified awareness further using a variety of tools, from PR activities to over 150 influencer marketing campaigns devoted to spreading the message to all relevant audiences and channels.

We’re unable to share exact results due to confidentiality.