As esports continues to develop and grow, organisations, tournament operators and publishers have prioritised attracting a mainstream audience. Over the last couple of years, publishers have struck deals with traditional media partners to broadcast esports competitions, such as League of Legends and Rocket League being aired on the BBC iPlayer. Organisations have also signed famous ambassadors and collaborated with a range of non-endemic brands to strengthen their global appeal.
Celebrity Esports launched in 2020 and has identified the need to build a stronger bridge between mainstream media and the esports sector.