The Esports World Cup (EWC) has rapidly become one of the most significant events in competitive gaming, attracting global teams, creators, fans—and naturally, big official sponsors like Pepsi, Amazon, and Sony. But what about brands outside the official sponsor roster?
For ExitLag, a leading network optimisation company founded in Brazil with an office in the U.S, the EWC presented an opportunity to engage authentically with esports audiences without holding a formal event sponsorship.
“We didn’t have an official sponsorship with the Esports World Cup,” explained ExitLag CEO Lucas Stolze. “But we found other ways to be present and connect with the community.” Instead of a sponsorship package that would compete with Dollars from industry giants, ExitLag made its brand visible at the jerseys of three teams from two of the company’s key markets, Brazil and Southeast Asia, competing at the EWC. The teams were Alpha7 Esports—the then reigning PUBG Mobile EWC champions—along with paiN Gaming and TALON Esports. “These partnerships let us have a strong presence on one of esports’ biggest stages without needing to be on the official sponsor list.”
ExitLag also amplified its presence through content creators, bringing Eric “Ericat” Teixeira, a League of Legends-focused influencer sponsored via Brazilian media outlet Mais Esports, to provide on-the-ground coverage. “The idea was to create a channel close to the gamer, speaking their language and delivering genuine content,” Stolze said. “We wanted to offer another way to access what’s happening at the event beyond the official broadcasts.”
This approach reflects ExitLag’s broader philosophy around esports marketing — “Our investment is about creating real value — building a community, delivering authentic content, and fostering partnerships that grow the entire ecosystem,” Stolze said.
Indeed, ExitLag has expanded beyond sponsorships into original content and event initiatives, including Champz, its own esports circuit. “We’ve connected users through our software for years — so why not also connect brands and people at events?” Stolze asked. “It’s about expanding our mission to connect people with the games industry through multiple channels.”
Collaboration, Stolze emphasises, is central to ExitLag’s strategy. “Sometimes we can’t sponsor an event directly, but we can collaborate with other brands. That way, we help the industry grow and everyone benefits. Collaboration is perhaps the key word here.” This mindset has led to activations at major events such as Brazil Game Show (BGS), one of Latin America’s largest gaming conferences, amplifying the brand’s awareness in the event through partnered teams.
Stolze also highlights the challenges facing the esports market post-pandemic. “The industry experienced a bubble during Covid, with inflated audience numbers that didn’t always reflect sustainable growth. Now is the time for responsibility — building durable businesses and aligning passion with smart strategy.” He cautions brands to avoid chasing immediate returns based purely on inflated metrics. “Some brands see big audience numbers and think quick investment will bring quick results — but it’s not always direct. Visibility, audience building, and sustained engagement are what lead to success.”
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ExitLag’s role as a technology provider naturally positions it within esports, Stolze explained: “Investing in esports isn’t just marketing for us — it’s part of delivering on our promise to gamers worldwide.” According to the CEO, this literal connection to competitive play drives their commitment to fostering the industry beyond mere branding.
For brands seeking to explore options or that are budget conscious, ExitLag offers a clear blueprint: leverage existing assets such as sponsored teams and creators, focus on content that genuinely resonates with fans, and build partnerships rather than one-off placements. “The Esports World Cup offers incredible accessibility and a global audience,” Stolze noted. “Brands that manage to have a presence, even without being official sponsors, can benefit greatly.”
As the Esports World Cup continues to grow, so does the space around it. For brands willing to think creatively and strategically, Stolze’s message is clear: “You don’t need a badge to be part of the story.”
