The intersection of hospitality and esports has become increasingly evident as traditional hotel groups explore partnerships and sponsorships within the gaming sector. This emerging trend underscores the significant influence and market potential of esports, prompting hotel brands to engage with a youthful and tech-oriented audience. By aligning with esports teams and events, these hotels aim to enhance their brand visibility and appeal, while also providing unique and tailored experiences that cater to the interests of gamers.
Partnerships between hotel groups and the gaming industry
In recent years, a notable trend has emerged with traditional hotel groups increasingly engaging in sponsorship and partnership agreements within the esports sector. This strategic shift reflects the growing influence and commercial potential of esports, as well as a broader recognition of its expanding audience. By forming partnerships with esports teams, events, and organizations, these hotels aim to enhance their brand visibility and connect with a younger, tech-savvy demographic. The move into esports sponsorship allows hotel brands to align themselves with high-energy, high-profile gaming events, creating unique engagement opportunities and fostering brand loyalty among esports enthusiasts.
For example, SK Gaming and NH Hotel Group announced in 2022 a strategic partnership aimed at providing accommodation for SK Gaming’s professional players and content creators during their travels across Central Europe. The agreement, included that NH Hotel Group will host the esports team for bootcamps, tournaments, and media appearances. By offering tailored accommodation services to SK Gaming’s athletes, NH Hotel Group aims to cater to the specific needs of esports professionals, including the importance of proper rest and comfort for optimal performance.
To mark the beginning of this partnership, a promotional video was produced featuring SK Gaming’s players and content creators, showcasing their stay at the nhow Berlin hotel. This video serves as a first look at how the collaboration is positioned to benefit both parties, providing visibility for NH Hotels within the esports community while offering SK Gaming’s team accommodation options across Central Europe.
Additionally, hotel groups often leverage these collaborations to offer exclusive benefits and experiences to fans, including special event packages, loyalty rewards, and unique in-game items.
One of these examples is also Marriott Bonvoy, which has been named the Official Hotel Partner for the 2024 LEC Season Finals. The partnership aimed...
United-States
86 currents job offers
This content is for subscribers only. You have 80% left to discover.
Every week, the HON team brings you an expert look at the world of hospitality.
By becoming a member, you will have access to a complete ecosystem: exclusive content, jobs, etc.
BECOME A MEMBERAlready a member ? Login
