Major sports organizations are getting involved in esports with serious investments, including events sponsorships, leagues and team ownership. Why are sports brands betting big on esports and what can other organizations learn from their successes and failures in courting the influential esports audience? What do these partnerships mean for the future of both esports and traditional sports? Is it what esports needs to succeed, or is there a rift that cannot be bridged between the two “sports”?

[Programming descriptions are generated by participants and do not necessarily reflect the opinions of SXSW.]