#benefitsofbranding

Having a strong branding gives esports teams a major advantage because it helps them stand out, grow their audience, and increase revenue. A successful brand allows fans to recognise a team and feel connected to them. This connection is what turns viewers into loyal supporters

Fnatic is a perfect example of how powerful branding can be. Their black-and-orange colour scheme and competitive reputation make them one of the most recognisable esports brands in the world.

Their strong branding also allows them to:

Sell premium-priced merchandise

Attract global sponsorships

Maintain a massive international fanbase

Expand into fashion and lifestyle markets

Fans trust the Fnatic brand because it represents success, professionalism, and competition. This trust makes fans more likely to purchase merch and support them in the long term.

The London Spitfire benefits from strong branding in a different way. Instead of being a global lifestyle brand like Fnatic, they focus on regional identity. Their aviation-themed branding makes them instantly recognisable in the UK.

This helps the London Spitfire to:

Build strong local fan loyalty

Increase attendance at live UK events

Attract UK-based sponsors

Create emotional connections through city representation

Fans support Spitfire not just because of performance, but because the team represents London itself. This creates deep emotional loyalty even when competitive results change.

Strong branding helps esports teams to:

Increase fan loyalty

Improve merchandise sales

Attract high-value sponsors

Stand out from competitors

Build long-term financial stability

Fnatic proves that strong branding creates global commercial power, while London Spitfire shows how branding can create regional loyalty and emotional connection. Both methods are effective, but they serve different business goals.

Strong branding does not just make a team look good; it keeps them financially strong, relevant, and competitive for years to come.

Kotler, P. and Keller, K.L. (2016) Marketing Management. 15th edn. Harlow: Pearson.

Fnatic (2025) Brand Partnerships. Available at: https://www.fnatic.com/brand