E-sports are emerging as a new marketing battlefield in the distribution industry. It is not limited to simply sponsoring e-sports but aims to create direct points of contact with fandoms by linking products and spaces to e-sports. This is to secure future growth engines targeting the MZ generation, which has high loyalty to e-sports.
According to industry sources on the 2nd, OB's 'CAS Corporation' has been in partnership with the League of Legends Champions Korea (LCK) for three consecutive years starting in 2023. The LCK is the Korean professional league of League of Legends e-sports, enjoyed by more than 100 million viewers worldwide and is overwhelmingly popular among the 2030 generation. 'CAS Corporation' is the first in the domestic beverage industry to sponsor an e-sports league.
'CAS Corporation' operates booths on-site each season to interact with e-sports fans. Last year, they participated as the annual official sponsor of the LCK, operating brand booths in every season, and in July, they continued their fandom marketing by installing a large booth at the '2025 LCK Roadshow T1 Homeground' held at Incheon Inspire Arena. They have also released limited edition products; the 'CAS X LCK Legend Pack' launched last year sold out in both the first and second batches. This year, they released the 'CAS X T1 Kingdom Pack' to stimulate fandom demand.
'CAS Corporation's' brand manager noted, "We are strengthening communication with Z-generation consumers through collaboration with the domestic largest e-sports league, the LCK," and added, "We will continue to implement marketing that resonates with the younger generation and provide the enjoyable energy of the CAS brand."
Paldo has partnered with League of Legends pro gamer 'Faker' (Lee Sang-hyeok) since last month to conduct the 'King's Brave' promotion. The goal is to strengthen consumer communication by combining the concept of Wang Ttukong with Faker's spirit of challenge. Faker is also scheduled to hold a 'King's Brave Talk Concert' where he shares his story and challenges with fans. They will recruit 100 participants through a draw, with winners to be announced in November. This is not just about being an advertisement model but connecting the player's spirit of challenge with brand value.
Not only the food and beverage industry but also the fashion industry is collaborating with e-sports. Musinsa made headlines last year by releasing uniforms created in collaboration with Descente and Gen.G, a team that reached the League of Legends World Championship.
The global casual shoe brand Crocs has entered into a partnership with the e-sports team Dplus Kia and has been opening pop-up stores one after another. At the event held last month in Seoul's Yeongdeungpo Times Square, they showcased collaborative shoes and goods, increasing the excitement of the venue through surprise visits by the players and fan participation events. Players maximized brand exposure by wearing Crocs at international competitions.
The distribution industry is ramping up marketing centered around e-sports fandom to target the consumption expansion of the MZ generation. It is a strategy to fully merge brand experience with gaming culture. For instance, Nongshim founded the e-sports team 'Red Force' in 2020 and recently opened a premium PC room 'Red Force PC Arena' in Gangnam. The store allows customers to enjoy both Nongshim products and e-sports goods simultaneously, establishing itself as an experiential space beyond mere consumption.
It is also an advantage that effects can be maximized at lower expenses than traditional sports like soccer. An industry official said, "E-sports is the most effective way to expand connections with young consumers," adding, "Goods and collaboration products linked to match results or seasonal events lead to immediate sales, and clear on-site traffic data allows companies to confirm sponsorship results clearly."
According to global consulting firm Deloitte, the e-sports market is expected to reach $8.1 billion (11.3 trillion won) this year and expand to $48 billion (66.8 trillion won) by 2034. The South Korean market is also expected to grow from $300 million (420 billion won) to $520 million (720 billion won) during the same period. Attention is focused on how far the collaboration between the distribution industry and e-sports will extend.