New Esports Powerhouse

San Francisco, CA USA, October 16th, 2019: Leading sports marketing agency SQN and two-wheel experts Init Sports Management are joining forces to create a new powerhouse within the Esports industry.

Init Esports will help brands and rights holders in the US, Europe and Asia understand the opportunities within the competitive gaming sector, with an emphasis on motorsports (Sim Racing).

With extensive experience in the motorsports industry gained over three decades, the three female founders are seeking to make a lasting mark on the world of esports and have a goal for Init Esports to become one of the leading motorsports Esports agencies in the world.

  • Stefy Bau – Founder and CEO of US-based Init Sports Management, thought leader in the motorsports industry and 3-time women’s Motocross World Champion.

  • Claire Ritchie-Tomkins – Founder and CEO of UK-based integrated marketing and communications agency SQN with global clients including Hyundai, Tata Communications, Cosworth and Toyota.

  • Daniela Bau – Distinguished project manager in the motorsports industry.

    Stefy Bau: “Our new company will help to bridge the esports industry with traditional sports and create a new way to interact with audiences. Having worked hard all of my life to be treated as an equal in a male-dominated sport, it is important to me that INIT Esports’ board is formed exclusively by women, so we can show how a female perspective can enrich this industry and inspire both men and women to get actively involved.”

    Claire Ritchie-Tomkins: “With huge market appeal and high growth, there is an ideal window of opportunity now for brands to get involved in Esports, before the cost of entry becomes too high. By leveraging our connections and experience of building value driven partnerships in F1, Formula E, MotoGP, WRC and WEC, we look forward to taking this from the physical to the digital world.

    Daniela Bau: “Global and regional companies need to reach both fans of the sport and the game, connecting them together using a single activation plan. By using our motorsport knowledge in the growing Esports environment, we will be able to do this in an effective way, benefiting all audiences.