Although brands’ approach to traditional sports teams and events is different from how they do it in the esports space, the result of just slapping a logo into something without providing value to the community is the same. It won’t impact the community nor get any financial benefit from it. 

Joining us today is Brett Diamond, COO of Version1 and Minnesota RØKKR. Brett spent over 15 years in the traditional sports industry, serving as Senior Manager of Events at the NFL and Director of Partnership Strategy at the Minnesota Vikings. 

Our conversation revolves around the similarities and differences between advertising and sponsorship in traditional sports and esports events. Brett shared his thoughts on the different treatment but the same result for brands advertising without providing value in traditional sports and esports, the importance of live events for the esports space, and how crucial it is to enhance attendants’ experiences to run successful live events. We also talk about the role and benefits the Esports Trade Association represents to the industry, Version1 stance on inclusion in esports and gaming, the decision of hiring an entirely feminine roster, and the creation of VersionX.

Resources:

Visit Version1 website: https://version1.gg/

Visit Minnesota RØKKR website: https://rokkr.callofdutyleague.com/en-us/

or connect with Brett on social media:

LinkedIn: https://www.linkedin.com/in/brett-diamond-03505a4/details/experience/

Twitter: https://twitter.com/Diamond_Sota

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Full Episode Breakdown:

1:28 – Brett shares a bit about himself and his background in the traditional sports industry.

5:15 – Brett describes how his experience in putting together traditional sports events prepared him to assume his first role in esports at Version1.

9:01 – John and Brett talk about the challenges and opportunities traditional sports and esports offer.

13:42 – Brett talks about how they balanced the age of collaborators at Version1.

19:04 – John and Brett talk about the need for live events to enhance visitors’ experiences.

23:51 – Brett describes COVID’s impact in gaming and esports, highlighting the crucial importance of live events for the esports industry.

28:53 – Brett and John discuss brands’ authenticity in sponsoring traditional sports or esports events and the price they pay when they aren’t interested in adding any value to the community.

33:15 – Brett talks about Version1 decision to support women in esports and gaming and the creation of VersionX. 

38:48 – John and Brett talk about how most women feel more comfortable playing with other women and the need to eliminate toxic masculinity in the space.