Imagine being the lucky e-sports team that gets to play your games on the biggest video screen in the NFL. That could one day become a realistic scenario as the Dallas Cowboys reportedly are contemplating getting in on the e-sports fun.
According to a report from Advertising Age, the Cowboys have been reviewing and assessing the e-sports landscape over the past year with the intent of making a decision one way or the other on buying an e-sports team, and there appears to be some serious interest that could see the Cowboys throw their hat in the ring.
“When it comes to something like e-sports, it makes so much sense for us because we’re such a sales driven organization,” said Matt O’Neil, senior VP of brand marketing for the Dallas Cowboys. “If we thought we could buy a team for — gimme a number — $2 million, $3 million, $5 million or whatever, but get $7 million in sponsorship deals over the next couple years it becomes a no-brainer.”
That is the key, of course. How does a sports franchise find a way to make a profit in the e-sports world? With more and more e-sports events finding their way onto TV or pushing the online streaming market, the opportunities are rising and sponsorships are flying left and right as a result. And if there is a buck to be made, the Cowboys and others will make a purchase.
“Whether or not e-sports thrives long term, if we felt we could make that money today, then let’s go,” O’Neil said to Advertising Age.
There is no question that more and more sports brands are finding ways to get involved more in the emerging e-sports scene. From NBA teams to the Big Ten Network airing League of Legends competitions, the influence e-sports has in today’s world is continuing to gain traction and become more the norm. No NFL team has crossed this line just yet, but it should come as no surprise how the idea popped in the head of O’Neil. His brother, Scott O’Neil, is the CEO of the NBA’s Philadelphia 76ers, who became the first NBA team to sign a deal with a pair of e-sports teams last September.
