Breaking the Esports Audio Sponsorship Mold w/ 100 Thieves VP of Esports and JBL's Global Director of Marketing Comms

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August 11th, 2020

37 mins 11 secs

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About this Episode

Much like Complexity's Herman Miller partnership, endemic gaming companies are seeing some new competition for sponsorships. For Herman Miller, it was gaming chair brands sweating, for JBL it's gaming headphones like HyperX and Turtle Beach.

Like Herman Miller, JBL is a company that outdates video games much less esports. The company announced its first esports partnership with 100 Thieves and is making gaming a core part of the companies brand going forward.

On this show, 100 Thieves VP of Esports Jacob Toft-Anderson talks about the importance of high quality audio in modern esports and breaking the cycle of endemic partners with JBL. Joining Jacob is Michael Craig, the Global Director of Marketing Comms for Harman, JBL's parent company. He talks about how the company is approaching gaming, how other partnerships in music and sports have intersected with gaming recently and how the company created its esports entry.

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