Esports celebrity endorsements in 2025: 5 stars betting on gaming

Although esports has been taking off in the past decade, it’s only recently that major investment has come into the sector. Much of this has stemmed from celebrities seeing the potential in how gaming competitions can be monetized as much as a Premier League Football match in the UK, or an NBA Basketball game in America.

This is why a growing number of celebrities are now putting their money into existing esports events, as well as creating their own. For instance, David Beckham Guild Esports in 2019. Despite a fall in profits in 2024, its media arm, Guild Studios, reported a huge 537% revenue boost from the previous year.

Ultimately, celebrity endorsements in esports are only growing, so expect to see plenty more in this space in the future. With this in mind, here are five celebrities who have already been betting heavily in the esports space.

Although competitive gaming has existed for decades, it’s only in recent times that it’s been seen as a lucrative space. It’s gone from being hosted in small hotel event rooms to selling out stadiums. However, it takes a lot of money to take events like these to the next level, which is where investment and a celebrity name can help. 

With the sector growing to an annual turnover of $3 billion, there’s a lucrative opportunity to seize.

Plenty of games, such as Fortnite, Tekken 8, and the newest Call of Duty are all being played at competitive events, so celebrities know that investing in esports could reap big returns. This is  partly why we’re seeing some of these streaming on national television — something unheard of just a few years ago.

Recognizing the rise of esports early on, David Beckham, one of the most famous footballers of our time, invested a “significant minority stake” in what was known at the time as The Lords eSports, before rebranding to Guild Esports in 2020. Beckham took on the role of co-owner as a way to raise the profile of the company, which helps teams involved in titles such as Rocket League, Tekken 8, Fortnite, and more.

Guild Esports is also notable for being the first business to be publicly traded in the UK, meaning shares can be bought by almost anyone, rules permitting. As Beckham has been a champion of inclusivity and diversity with the organizations he has involved himself in throughout the years, the same applies to Guild Esports, fostering teams that may have otherwise flown under the radar without his involvement.

Five years since his initial investment, Guild Esports has become a prominent name in the industry.

Much like his partnership with Nike in 1985, which spawned the Air Jordan sneakers, NBA star Michael Jordan saw an opportunity in esports with AXiomatic Gaming back in 2018, investing $26 million. Team Liquid, owned by AXiomatic, is well-known in the space, with its many rosters having dominated games in previous years, such as League of Legends, Dota 2, and Counter-Strike 2.

Jordan’s massive star power hasn’t only brought investment but legitimacy to the industry as a whole. It’s also allowed AXiomatic Gaming to expand Team Liquid’s reach into other leagues, such as the Esports World Cup in 2024, as well as grow its rosters to compete in other games, such as Valorant and Super Smash Bros.

Drake, the Canadian rapper and actor, along Sam ‘Scooter’ Braun, an American investor, both raised $25 million back in 2018 for 100 Thieves, making them co-owners of the esports company. This business supports four teams that compete in championships, such as the Call of Duty League (CDL), League of Legends Championship of The Americas (LTA), and Valorant Champions Tour (VCT).

100 Thieves also offers merchandise that fans can buy to support their favorite teams. This includes hoodies, sneakers, caps, and more. Drake has also invested in the Players’ Lounge, a wagering platform that enables players to compete for cash prizes. Ultimately, the rapper shows no signs of wavering in his investment, as these diversifications show for the 100 Thieves brand as a whole.

Rather than investing in a business that focuses on one or several esports teams, NFL Hall of Famer Steve Young expanded his investment portfolio into a variety of esports businesses, as well as a focus on the educational areas. Through a firm called Spearhead Ventures, of which Young is part, it looks into the background of esports. This includes platforms that host tournaments, the infrastructure to stream the games being played by several teams, and much more.

Young has also partnered with Jerry Rice and NASEF (North America Scholastic Esports Federation) to help teach kids up to the age of 12 what esports is and how it could help them in a career. It’s an interesting partnership, as it can help bolster awareness of the industry even further while ensuring the industry thrives long-term by investing in aspiring esports players. 

Also known as Shaq, the NBA legend funded heavily in NRG Esports back in March 2016 as part of a collective investment with Alex Rodriguez and Jimmy Rollins. The company is already one of America’s biggest esports companies, having $1.1 billion in revenue for 2024. NRG esports has rosters in several games, such as Apex Legends, Rocket League, Valorant, and Counter-Strike 2, with some teams already qualifying for some leagues in early 2025.

O’Neal’s involvement also means that his brand is used to elevate the company further,  having spoken about his investment in podcasts and TV shows in the past. 

In the past, celebrity endorsements have elevated other industries to push them into the mainstream. Michael Jordan and Nike in 1984 is a great example, showcasing how that deal launched the Air Jordan sneakers, bringing billions to both Jordan and Nike over several decades. Even Oprah Winfrey and her book club, first launched in 1996, bring certain novels to the forefront by publishing a yearly list of the ones she wants to highlight.

These examples prove how endorsements can change perceptions of certain products almost overnight. However, when it comes to esports, it’s still a gradual process, regardless of existing investments that celebrities like David Beckham and Drake have already made.

Celebrities can impact the esports industry in several ways. One example is how instant exposure to the events, the leagues, and more can bring new fans into the industry at a quicker pace than before. Another is giving legitimacy to esports. Even in 2025, gaming as a whole is seen as a hobby, as something that kids play in the evenings. Having celebrities not only invest their money into esports but also their time into explaining how beneficial it can be for aspiring players could give the industry an even bigger boost.

Of course, there can be risks when a celebrity invests in something like esports. They could have been involved in a major scandal, meaning they would have to step back for some time. Will Smith’s ‘slap’ at the Oscars in 2022 meant the actor had to step away from various film projects and more for at least a year. The potential reputational impact could have affected his investment in Gen.G, which could have made teams think twice about signing up for its leagues.

There’s also the factor of a potential community backlash. This could be due to a celebrity, with no prior knowledge in esports and gaming, suddenly investing in the sector. This could feel very forced to fans and those in the esports leagues, resulting in the sector itself being damaged.

However, if done correctly, a celebrity’s investment can benefit everyone, especially as esports grows in revenue and stature.

For some, esports has been around in some way ever since LAN parties were a thing, back in the early 1990s with games like DOOM and Unreal Tournament bringing in many players in one room. With the advent of the internet and more powerful technologies, multiplayer is now a multi-billion dollar business, and celebrities like the above know that it’s only going to grow.

It’s also interesting that it’s not just celebrities putting their face to these companies — it’s time, money, and leveraging what they’ve learned from their own careers. Steve Young is a great example of this, he is also investing in the long-term future of esports, encouraging aspiring players to look into esports as a career.

Although there are always risks with investing, esports looks like an industry that’s only going to grow as technologies advance further and games become even more sophisticated.