Each week we bring you a taste of what is happening around the commercial world of esports. We will focus on advances in the Irish sector when there are some, as well as on some of the commercial deals which are taking place and fuelling the rapid growth of this area within the world of sport.

This week we look at a new report into the growth of the sector and two new appointments in Ireland and at the international Olympic Council






Major research and analysis firm Nielsen Sports has published a major white paper with eSports leader Fnatic looking at the return on investment for those getting into the sector.

The report confirmed that the return for the main esports organisations within the League of Legends European Championships (LEC) has more than doubled since 2019.

Furthermore, the whitepaper concluded that the Return on Media Funding (ROMI) for sponsoring esports organisations was larger than for some high-profile conventional sports activities occasions and groups.

The study also highlighted the growth of esports’ audience at 10-20 per cent per year, with a 69 per cent increase in consumption of live game streaming globally in the last year.

The demand for sponsored live streaming audiences across platforms like Twitch increased upwards of 98 per cent since 2020.






Legion Esports + Media have announced the appointment of Ciarán Busby to the role of Content Marketing Manager.

Growing the Legion Esports + Media audience is a key goal of this position for the company. As such, creating compelling omnichannel content across digital, traditional, new emergent content channels and formats will all be of focus.

Having previously worked with Dublin based company Packed.House in the role of Client Strategy Executive and heading the gaming and esports commercial offering of media publication entertainment.ie, Ciarán brings with him an immense passion for the gaming and esports space and a wealth of experience in the area.

“We’re incredibly excited to welcome Ciarán to Legion Esports + Media, said CEO Stuart Dempsey. “His passion for original gaming content, partnership activations, and audience engagement will help us continue to scale our business in 2022 and beyond. For example, we have a huge amount of exciting plans in the works and we’re looking forward to Ciaran playing a leading role in our marketing and content strategy”.

“Stepping further into the gaming and esports sector beyond a hobby is a dream of many a young Irish gamer,” added Busby.

“My appointment has fulfilled a personal ambition, and it stands testament to the future of the industry in Ireland. Along with the abundant opportunities available to generations of the Irish gaming community to come. Legion Esports + Media offers gamers, content creators, and future esports stars access to a world previously restricted by international waters. I’m here to help those dreams become a reality for people amongst the community in my new role.”

The expansion of the team follows on from the significant investment of €100,000 made by the company into third-level education esports to scale and develop the recently launched Legion Collegiate esports series.





Vincent Pereira has been appointed Head of Virtual Sport within the IOC Sports Department, as of 1 March 2022. Created in the framework of Recommendation 9 of Olympic Agenda 2020+5, this new position will contribute to developing virtual sport and to further engaging with videogaming communities, including leading the coordinated planning and delivery of the Olympic Virtual Series, which debuted in 2021.

The former Global Head of Digital at Amaury Sport Organisation (ASO), Vincent has more than 10 years of experience in digital and social media activities. He has managed social media for large companies such as Microsoft France and Auchan Retail International and led digital strategies and activations for several clients while working for sport and entertainment agency LaFourmi/Solive.

“I am delighted to welcome Vincent Pereira to lead the IOC Virtual Sport team. He will help us leverage the growing popularity of virtual sport to promote the Olympic Movement, the Olympic values and sports participation, and grow direct relations with young people,” said IOC Sports Director Kit McConnell. “His broad experience in virtual sport, and digital strategies and activities, will be a great asset for the organisation and the Olympic Movement.”