The Esports Awards scores luxury advertiser Lexus as a sponsor

Brands are moving fast into esports to chase the rich and young audiences. A case in point: the luxury automobile brand Lexus announced it will be a sponsor for The Esports Awards event this week in Texas.

The Esports Awards takes place at 6:15 p.m. on November 16 at the Esports Stadium Arlington in Arlington, Texas. And the athletes and celebrities will show up at the fourth-annual event in their luxury cars from Lexus. As I noted at the recent Esports BAR Miami conference, getting big brands to participate is a major goal for the esports industry, as it could generate the revenues needed to help it revenue catch up with traditional sports. And so it is interesting to see those brands start to engage with esports events, even though the data on return-on-investment is still pretty nascent.