sports has been one of the fastest-growing sectors in entertainment and competitive sports for well over a decade. What started as a niche industry driven by passionate gamers has turned into a global business attracting major corporations, traditional sports teams, and high-profile individuals.
Brands like Mountain Dew, Monster Energy, Amazon, and Red Bull have supported esports for years, while broadcasters and streaming platforms helped push competitive gaming into the mainstream. But sponsorship is only part of the story. Behind many of the world’s most recognizable esports teams are investors who see long-term value in digital competition.
In this article, we’ll take a look at sports organizations, major brands, and celebrities who have invested in esports and explain why they continue to back the industry.
Traditional sports organizations entering esports
Professional sports clubs were among the earliest non-endemic investors to recognize esports’ potential. Many initially entered through sports simulation games, but several quickly expanded beyond that.
Paris Saint-Germain (PSG)
PSG became one of the most recognizable football clubs in esports after partnering with LGD Gaming in Dota 2. The PSG.LGD brand became one of the strongest teams in the game for several years, helping establish esports partnerships as a legitimate extension of traditional sports branding.
FC Copenhagen and North
Danish football club FC Copenhagen was closely linked to North, a Counter-Strike organization built around Danish talent. Although North is no longer active, the project demonstrated how football clubs could structure esports teams with professional infrastructure and long-term planning.
FC Schalke 04
Schalke 04 made one of the most notable esports moves in Europe by operating a League of Legends team in the LEC for several years. While the organization later exited esports due to financial restructuring, Schalke’s involvement played a major role in legitimizing esports within European football circles.
Santos FC
Brazilian club Santos FC explored esports through shooter and sports titles, reflecting South America’s strong gaming culture. While not all initiatives were long-term, they highlighted how traditional clubs tested esports as a way to reach younger audiences.
NBA organizations and esports ownership
Basketball organizations, particularly from the NBA, became some of the most influential esports investors.
Philadelphia 76ers
The Philadelphia 76ers ownership group acquired Team Dignitas, one of North America’s oldest esports organizations. This move marked a turning point where traditional sports ownership directly managed multi-title esports teams across games like League of Legends, Counter-Strike, and Valorant.
Sacramento Kings
Sacramento Kings co-owner Andy Miller was instrumental in founding NRG Esports, one of the most successful North American organizations. NRG attracted additional high-profile investors, including former athletes and entertainers, and competes across multiple top-tier esports titles.
Golden State Warriors
The Golden State Warriors entered esports through NBA 2K and later expanded into other areas. Individual Warriors investors have also held stakes in major esports organizations, helping bridge Silicon Valley capital with competitive gaming.
Celebrity investors in esports
Celebrities and former athletes have played a significant role in esports’ growth, often investing not just money, but visibility and mainstream appeal.
Rick Fox
Former NBA champion Rick Fox became widely known in esports after acquiring a League of Legends organization. His involvement brought mainstream media attention to esports ownership and helped normalize the idea of professional athletes investing in gaming.
Drake
Drake became one of the most recognizable celebrity investors through his involvement with 100 Thieves. What started as a lifestyle brand evolved into a top-tier esports organization competing in multiple major titles, blending gaming, apparel, and entertainment into a single brand.
Steve Aoki and Rogue
DJ Steve Aoki invested in Rogue, an organization that competed across several esports titles. His long-term involvement showed that some celebrity investors are genuine fans rather than short-term promoters.
Mark Cuban
Dallas Mavericks owner Mark Cuban invested early in esports-related ventures and platforms, consistently expressing belief in competitive gaming as a future pillar of entertainment.
Why these investors choose esports
The appeal of esports goes beyond prize pools and sponsorships. Investors are drawn to:
- A young, global, digital-native audience
- Constant content creation through streaming and social media
- Franchised leagues and long-term revenue models
- Brand-building opportunities beyond traditional sports
Unlike conventional sports, esports organizations can operate globally without geographic limitations, making them attractive to investors seeking scalable entertainment businesses.
Final thoughts
Esports investment is no longer an experiment. It has matured into a serious industry backed by sports franchises, billionaires, and global celebrities. While not every investment has succeeded, the continued presence of major investors shows long-term confidence in competitive gaming.
As esports continues to evolve, ownership models may change, but one thing remains clear: the biggest names in sports and entertainment are here to stay.
If you’re watching your favorite team compete, there’s a good chance it’s backed by someone you already know.
