Esports is a rapidly growing industry with a massive following of 500 million dedicated fans around the world and a staggering three billion gamers globally. This trend is only expected to continue to rise in the coming years, making it an attractive avenue for companies to leverage for sponsorship opportunities.
As companies look to tap into the lucrative esports market to enhance their brand visibility and connect with the younger generation, concerns have been raised about the phenomenon of esportswashing. This term refers to the practice of high-carbon companies, such as fossil fuel giants like Shell, using esports as a platform to distract from their environmentally damaging practices.
One notable example of esportswashing occurred in 2023 when Shell partnered with the popular online game Fortnite to promote its V-Power® NiTRO+ Premium Gasoline. Players were encouraged to interact with Shell-branded content within the game, including virtual gas stations, and share their experiences on social media using the hashtag #Shellroadtrips. Given Fortnite’s predominantly young player base, this marketing tactic drew parallels to the unethical practices of using children in cigarette advertisements.
In a world where climate action is paramount, the infiltration of high-carbon sponsors in esports raises ethical concerns. Companies like Shell and BP have faced backlash for backtracking on climate commitments and prioritizing fossil fuel extraction. Similarly, oil-rich nations have used their influence to secure business deals, essentially “camping” in the realm of climate negotiations for personal gain.
The act of sponsoring esports to promote products that contribute to environmental harm is akin to “cheesing” in gaming terms – exploiting a loophole for unfair advantage. By perpetuating this cycle, these companies are essentially “griefing” the gaming community, disrupting the game for players and fans alike.
To combat esportswashing and uphold environmental integrity, tobacco-style regulations on the promotion of high-carbon products are necessary. Esports, like all sports, must sever ties with polluting sponsors and prioritize sustainable partnerships. By taking a stand against dirty sponsors, esports can set a precedent for responsible corporate behavior in the gaming industry.
This article was written by Andrew Simms, a leading advocate for green economics and sustainable practices. As co-director of the New Weather Institute and assistant director of Scientists for Global Responsibility, Simms is dedicated to promoting environmental awareness and advocating for a rapid transition to a greener future. Follow him on Twitter @AndrewSimms_uk for more insights on sustainability and climate action.
