En el mundillo de los eSport la última que ha saltado, y con fuerza, ha sido el patrocinio de BUD light a la LCS norteamericana. Anteriormente esta marca ya estuvo involucrada en competiciones eSport con las Overwatch league y NBA 2K league. No se habla de que Burger King ha llegado a un acuerdo igual con la nueva liga Belga de League of Legends, habrá gente que se sienta más incómodo con este patrocinio que con el de la cervecera.

Según leo el 24/01/2020 en un artículo referente de codigo Esport

«De acuerdo con el reportero de ESPN, Jacob Wolf, el acuerdo entre Bud Light y Riot Games ha sido posible ya que la audiencia de la liga no es tan joven como antes. De hecho, la Comisión Federal de Comercio señala que 71.6% de la audiencia debe tener 21 o más años de edad para que un producto mediático pueda ser patrocinado por una marca de licor.»

Vamos, que se han hecho estudios sobre las audiencias para saber llevar a cabo este acuerdo. Tema aparte no es el juego lo que se esponsoriza si no el conjunto de juego, equipos y evento, la competición, lo que entra en el párrafo anterior como producto mediático, espectáculo deportivo o eSportivo si preferís así. Nos fastidia hacernos viejos, pero ya han pasado diez años del lanzamiento del juego y muchos de sus jugadores han crecido y pasado la pubertad con él, pero ya están en la edad adulta. Que haya niños menores de trece años jugando o visualizando contenido de este juego es otro tema, y no me voy yo a meter con el contenido que los padres o hermanos dejan ver a los pequeños de la casa sin seguir las recomendaciones del PEGI o sistema de calificación pertinente, un melón este que siempre me queda pendiente por abrir.

Desde el programa de Sportmaniacos se han hecho eco de esta noticia y se ha abierto un debate con opiniones a favor y en contra de este patrocinio. Desde opiniones que pueden afectar al desarrollo de los equipos, por la inyección monetaria que esto influye a la región de NA a otras que se centran en que el patrocinador sea una bebida alcohólica, por la mala imagen o fomentar hábitos irresponsables de consumo o mala prensa que pueda dar eso al juego. Esta última me parece peligrosa ya que es, vulgarmente hablando, cogérsela con papel de fumar. Digo esto ya que toda publicidad tiene su regulación y marco de actuación. Aparte me parece hipócrita el querer una profesionalización del sector, pero solo con las condiciones o patrocinadores que gusten y agraden a todo el mundo.

Si la compañía propietaria del juego, RIOT, ha accedido a este patrocinio, primero lo ha hecho dentro de un marco de legalidad vigente como citaba anteriormente del extracto de código eSport y además imagino, a lo mejor muy ilusamente por mi parte, que el departamento de Marketing o aquel que sea responsable de la imagen habrá tenido algo que ver valorando el impacto que pueda tener este acuerdo para con sus «seguidores», clientes y su repercusión a corto y medio plazo en lo que viene siendo las arcas de la compañía.

Tampoco quiero alargarme más en algo que ya está hablado, he intentado exponer mi punto de vista que, quizá difiera al vuestro. Si es así os invito a exponer vuestras opiniones desde los comentarios.


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