OUR INSIGHTS

Virtual sanity makes Le Mans 24 an online success

Billed as “The Ultimate Esports Endurance Race”, the Virtual Le Mans 24 Hours was always going to attract attention. From the hardcore endurance fans and aficionados wanting to commemorate the traditional Le Mans weekend, to more cynical observers armed with their ‘it’s not like the real thing’ barbs. There was always going to be criticism. […]

When racers go rogue: why reputation matters in sponsorship

Whatever your take on esports and sim racing, we can all agree that there are fundamental values associated with online competition, just as there are in real life, right? Determination to succeed, humility in defeat, support for an underdog, fair play. Sportsmanship, almost certainly. When Simon Pagenaud caused Lando Norris to retire spectacularly from the […]

Esports Q&A with SQN CEO – Part 2

In the second part of our Esports Q&A with SQN CEO Claire Ritchie-Tomkins, we gain insight into the ever-increasing role that brands are playing in the industry, and how the best of these are activating their partnerships.  How do you see esports differentiating itself from traditional sports in the future, and what strategies do you believe the industry will apply to separate itself from traditional sports?  “I […]

Esports Q&A with SQN CEO – Part 1

Last week SQN CEO Claire Ritchie-Tomkins sat on the virtual panel of the European Sponsorship Association’s (ESA) “esports: building audiences during lockdown” webinar. Claire shared her insight across a variety of key topics of interest within the esports industry. Discussions expanded on the need to generate greater awareness for women in esports, converting traditional sports […]