Beyond the Big Leagues, Part 3: Emerging Sports Leagues

Imagine this: the lights dim at a warehouse-turned-arena in Los Angeles, and the crowd erupts as competitors in neon armor leap and vault across an intricate arena of platforms, bars, and obstacles. This is World Chase Tag (WCT)—an event that transforms the childhood game of tag into a high-stakes, adrenaline-pumping competitive sport. Combining athleticism, strategy, and showmanship, WCT fuses parkour with the atmosphere and excitement of an esport, creating a uniquely modern spectacle.

From its viral beginnings on TikTok, where clips of jaw-dropping acrobatics have garnered over 50 million views, to its innovative use of Twitch for broadcasting live events, WCT has mastered the art of building fan loyalty through interactive, community-driven experiences¹. The league has also attracted unique sponsorships, like Zaxby’s, whose Chief Marketing Officer, Joel Bulger, describes the partnership as a perfect fit: “Zaxby’s is not only famous for its indescribably good wings, Fingerz and sauces but also for its fun and unique personality. The partnership with World Chase Tag aligns perfectly with our brand as it represents a fun, new, and different type of game.” This alignment of brand values and WCT’s playful yet competitive nature exemplifies how the league has carved out a distinctive place in the sports world².

Emerging sports leagues like WCT are more than just a novelty—they’re a blueprint for how cultural shifts, bold fan engagement strategies, and immersive technologies can create new sports ecosystems. A blueprint that’s not unique to them, but one that’s fueling the rise of non-traditional sports and leagues worldwide.

New Sports, New Audiences

World Chase Tag is just one example of a growing trend: the rise of non-traditional or less prominent sports that challenge the playbooks of legacy leagues. These leagues aren’t just tweaking the rules of the game—they’re reinventing the entire experience, blending athleticism, culture, storytelling, and sometimes even humor to connect with audiences in novel and unprecedented ways.

Take the Kings League, a brainchild of soccer star Gerard Piqué, which reimagines soccer with shorter games, mid-game rule changes, and fan-voted substitutions. Matches are streamed live on Twitch, with players drawn from influencers, former professionals, and even everyday fans through open tryouts³. Similarly, the Premier Lacrosse League (PLL) redefined the traditional league structure by adopting a touring model instead of tying teams to specific cities, bringing the game directly to fans across the country⁴. This strategy didn’t just save costs; it created a sense of exclusivity and excitement around each event.

Humor and theatrics have also found their place in sports through teams like the Savannah Bananas⁵. Playing their signature version of baseball, Banana Ball, against their rivals, The Party Animals, the Bananas blend competitive play with viral entertainment. Former MLB stars like Jonny Gomes, Bill Lee, and Savannahian Josh Reddick have all suited up for the team, adding credibility to the spectacle. With choreographed dances, mid-game fan stunts, and TikTok-friendly antics, Banana Ball has transformed the traditional sport into an unmissable show that attracts fans far beyond baseball’s usual reach.

These innovations are more than gimmicks—they’re responses to what today’s audiences crave: unique, interactive, and inclusive experiences. Gen Z and millennial fans are drawn to the unpredictability and accessibility of these leagues and teams, where watching isn’t just about observing but participating. Social media amplifies this, turning fans into ambassadors through challenges, behind-the-scenes clips, and direct engagement with athletes.

The result? A transformation of what it means to be a sports fan. This new generation values entertainment and personality over tradition, and they’re shaping the future of sports through their preferences, social media engagement, and demands for experiences that feel personal and relevant.

Adapting Sponsorship Models to Emerging Leagues

As emerging sports leagues and teams rewrite the rules of engagement, they’re also redefining how brands connect with audiences. These leagues offer sponsors access to hyper-targeted, often previously untapped fan bases—think Gen Z gamers drawn to Esports or pickleball enthusiasts passionate about the sport’s grassroots charm. For brands, it’s not just about visibility; it’s about aligning authentically with audiences who value creativity, culture, and connection.

Take brands traditionally not associated with sports, like makeup companies, hair-care startups, and fertility clinics. The rise of women’s sports leagues has created new opportunities for these businesses to sponsor athletes and events, leveraging the growing fan base and social media influence of elite female players. For these sponsors, the appeal isn’t just the affordability compared to legacy leagues—it’s the chance to reach values-driven audiences in ways that resonate deeply⁶.

This adaptability is particularly appealing to startups and challenger brands. Sponsoring a legacy league often comes with high costs and rigid structures, but emerging leagues provide a more flexible, cost-effective alternative. For example, The Drone Racing League (DRL) has partnered with tech-forward brands like Algorand, a blockchain platform that became its official cryptocurrency partner⁷. This collaboration has not only introduced crypto prizes for racers but has also allowed Algorand to showcase its technology through a sport that appeals to tech-savvy, innovation-driven audiences.

In Esports, brands like HyperX⁸ and Logitech⁹ have built lasting impressions through team sponsorships and branded gaming peripherals, embedding themselves directly into the culture of the sport. These partnerships demonstrate how sponsors can thrive by tailoring their approach to the unique interests of emerging league audiences.

By understanding and catering to these niche demographics, sponsors can foster loyalty and stand out in a crowded market. It’s a win-win: the leagues benefit from much-needed funding, while brands tap into a pipeline of highly engaged fans, building connections that feel as fresh and innovative as the leagues themselves.

Leveraging Data-Driven Sponsorships and Immersive Fan Experiences

Of course, there’s dynamic targeting—a standard tool in today’s sponsorship playbook. Leagues are tapping into streaming and social platform data to tailor ads directly to fans’ interests. Watching an Esports match? You might see an ad for gaming headsets customized to your viewing history or location. It’s effective, but it’s not exactly groundbreaking anymore.

What’s truly changing the game are technologies like augmented reality (AR) and virtual reality (VR). Imagine walking through a branded virtual stadium from your living room or feeling like you’re in the middle of a drone race thanks to VR. These immersive experiences do more than just grab attention—they blur the lines between spectatorship and participation, offering sponsors an entirely new way to connect with fans.For example, Snickers partnered with Blippar during Super Bowl LVIII to create an interactive AR experience. Fans could use their smartphones to engage with the brand in real-time, adding a layer of fun and innovation to the game day experience¹⁰.

Then there’s AI-powered personalization, which takes fan engagement to the next level. Leagues are curating content that feels tailor-made—like highlight reels featuring your favorite players or branded challenges that align with your unique interests. And with real-time feedback, they can adapt these offerings on the fly, ensuring fans stay engaged and sponsors see results.

The result? Sponsorships that are no longer just background noise—they’re integrated into the fan experience in ways that are personal, interactive, and unforgettable. Sponsors aren’t just supporting the league—they’re becoming part of the story.

Capitalizing on Emerging Leagues’ Unique Appeal

Emerging sports leagues also offer sponsors a rare opportunity: the chance to help shape a league’s identity and culture from the ground up. These leagues aren’t just about innovation in gameplay—they’re about creating inclusive, values-driven communities that resonate deeply with modern audiences. Unlike legacy leagues with long-established traditions, emerging leagues provide a blank canvas for brands to create meaningful, lasting connections with fans.

Sponsors who join early have a unique opportunity to co-develop the culture and expectations of an emerging league. For example, Algorand’s partnership with the Drone Racing League (DRL) wasn’t just financial. By introducing blockchain technology and cryptocurrency prizes, Algorand became part of the DRL’s identity as a tech-savvy, innovation-driven sport¹¹.

Similarly, Skechers partnered with the Carvana Professional Pickleball Association (PPA) Tour as the Official Footwear Sponsor, going beyond traditional sponsorship by co-developing custom pickleball shoes¹². By working directly with professional players and engaging fans through product feedback, Skechers embedded itself into the grassroots culture of pickleball.

Skechers partnership with the Carvana PPA Tour as Official Footwear Sponsor, featuring custom pickleball shoes co-developed with players and fans

These partnerships reflect the values of the fans they serve: inclusivity, creativity, and authenticity. By supporting grassroots events, engaging directly with fans, and collaborating with communities, sponsors help build leagues that feel deeply connected to the audiences they serve.

Emerging leagues also provide hyper-local engagement opportunities. Community tournaments, open events, and direct fan interactions create authentic bonds that go beyond traditional advertising. Brands that embrace these leagues’ distinctive identities and values are not just supporting their growth—they’re co-creating a shared purpose that resonates deeply with fans.

Challenges and Future Outlook

Emerging sports leagues may be carving out a distinctive space in the sports world, but they face their fair share of challenges. As they work to solidify their place, they must compete for attention, maintain financial stability, and harness their growth potential effectively.

Competition with Established Leagues
Legacy leagues like the NFL, NBA, and Premier League dominate the sports landscape with entrenched fan bases, massive sponsorship deals, and expansive media rights. For emerging leagues, breaking through this noise is no small feat. They often rely on niche appeal and innovative formats to differentiate themselves, but gaining mainstream recognition while competing against decades of tradition is an uphill battle. The key lies in continuing to innovate and offering something the big leagues can’t—whether it’s unique fan experiences, inclusivity, or a cultural connection that resonates with new audiences.

Sustainability and Financial Viability
Building and sustaining a league is as much about business acumen as it is about creating great sports content. Emerging leagues depend on partnerships with sponsors, media platforms, and fans to fund their operations. Without the deep financial reserves of established leagues, these organizations must remain agile, experimenting with adaptable business models. For example, some leagues rely on streaming-first distribution to keep overhead costs low, while others invest heavily in grassroots community events to build loyalty from the ground up. Financial stability hinges on balancing these strategies with long-term partnerships that provide consistent revenue streams.

Growth Potential
Despite the challenges, the future of emerging leagues is bright. Advances in technology, such as AI-driven personalization, AR, and VR, will continue to redefine how fans engage with their favorite sports. Expanding fan bases, especially among Gen Z and millennial audiences, provide fertile ground for growth. Additionally, the demand for more inclusive and values-driven sports experiences gives emerging leagues a unique edge, allowing them to tap into audiences that traditional leagues often overlook.

As they move forward, these leagues must continue to adapt, staying ahead of trends while staying true to their unique identities. With the right mix of innovation, strategic partnerships, and fan-first thinking, emerging leagues have the potential not just to survive—but to thrive in a crowded sports landscape.

Wrapping It Up

Thank you for joining us on this journey through the three-part series, Beyond the Big Leagues. From viral playground games to grassroots-driven leagues reshaping sports culture, we’ve explored how innovation, inclusivity, and bold sponsorships are transforming the world of sports. If you missed the previous installations, be sure to check them out at the links below: