As the sporting world is adapting to a contactless environment in the post COVID-19 pandemic era, Esports Federation of India (ESFI) look to make their presence felt and to take the Esport to the next level with partnering along with country’s leading sports communication firm Artsmith.in.
After having tasted great success working with world’s top sports bodies and leagues since its inception in 2011, Artsmith added yet another feather to its hat following an official announcement of the partnership on Monday.
Since almost every live sport has seen global set-back during COVID-19 pandemic times, Esports emerged as the only spectator sport in the recent past with more than 500 million fans across 152 countries along with 300 million strong Indian online gaming community that engaged through various streaming platforms. In the absence of live sport, the Esports industry has seen a huge spike.
Director of ESFI Lokesh Suji was delighted with the association. “I believe this partnership has potential to work wonders in positioning Esports and the Esports athletes in India who are not only skilled but have the ability to be the best in the world. Winning a bronze medal in the demonstration events at the 2018 Asian Games is a testament of many such untold stories. We welcome Artsmith and are looking forward to working with them,” Suji, who is also a Board Member & VP of Asian Electronic Sports Federation, said.
An entrepreneurial venture Artsmith.in, which was started by former sports journalist Udita Dutta, has its expertise in innovative mix of PR and digital to create impact and customised content curation to drive the messaging for the sports brands. The company has been successfully managing communications for major national and international sports events, top sports leagues as well as national sports federations in the country.
With most sports and brands adapting the virtual world of gaming in the COVID-19 era, Artsmith brings in years of experience and expertise in not only creating innovative content but also making the relevant communication in this fast-changing spectrum.
“With the changing dynamics and ability to innovate and adapt will augur well in the current scenario. Brands are now able to access new avenues which are giving various sports a whole new space to engage with their fans and therefore create a completely new stream for revenue that also resonates a millennial mindset. As an agency, we believe this is an ideal time to engage with the sport and reimagine the communication,” said Udita, the Founding Principal of Artsmith.in
Having exclusive mandate for big ticket sports tournaments in India, like the South East Asia’s only ATP tournament-Tata Maharashtra Open, India Open-country’s only Superseries badminton tournament organised by the Badminton World Federation (BWF), and promoting unconventional sports like MMA with ONE Championships in the country, this partnership promises to change the way Esports is perceived in India while it gears to be a medal sport at the 2022 Asian Games.