Taking control: Why brands are seizing the eSports opportunity

The Mercedes-Benz activation at the IEM in Katowice, Poland.Crowds of screaming fans sit glued to their seats for hours on end, watching their favourite players take on the competition in an all-out battle for supremacy. No, this isn’t the SuperBowl or the World Cup Final, it’s the rapidly expanding world of eSports.
And with a loyal army of highly engaged fans there are now real opportunities for brands that get involved. Just last week mobile giant Vodafone became a premium partne