Before we start looking at money and sponsorships in esports we need to start with the basics. Every esports organization must describe its mission, two V´s (vision and values), and goals. An organization’s mission, vision and values set the direction of the organization. These may sound like things that only large companies need (or have the time to do) but you will quickly find that without direction, you will quickly get lost. These are essential, especially in the constantly changing environment of esports and gaming,. In this chapter, I will show you how to define the DNA of your esports team through the mission, vision, as well as core values and goals.

When done right, these statements and lists will all tie into each other. The trick is understanding how each component provides value alone and then finding a way to thread them together. Make sense? Hopefully this will help…

Mission Statement:

The mission statement states what your esports organization actually does. It should be short and easy to remember. A lot of organizations get this wrong and end up using big fancy words that don’t really mean anything. Your mission statement should also be specific enough that people understand what you do and how it may differ from other teams and organizations. For example:

  • The Chicago Bulls organization is a sports entertainment company dedicated to winning NBA Championships, growing new basketball fans, and providing superior entertainment, value and service.


For esports it could be something about challenging the status quo, creating fantastic moments for esports fans, developing the greatest esports athletes, etc. You have to develop the mission statement for your organization based on who you are, what you want to do and with whom.

  • More than just a team, Fnatic’s mission to bring eSports into every household. Headquartered in London, the Fnatic operation spans across San Francisco, Berlin, Belgrade and Kuala Lumpur. From designing hardware gear and apparel to launching community experiences, we at Fnatic are dedicated to building the first globally recognized lifestyle brand to emerge from the world of eSports– and continuing to entertain new audiences far and wide.

  • Ninjas in Pyjamas´s mission is: strive to give our followers and our community the ultimate fan experience, whether it be through the highest level of esports, content creation, fan engagement, or merchandising. We want those who follow us to take part in our legacy and the history we are making; to be inspired by the Ninjas In Pyjamas and the NiP Standard in their everyday life.

Your job now: Define your mission statement

Martin Fritzen Esports Speaker

Martin Fritzen

Passionate esports strategist with a proven track record. Dedicated to empowering institutions and businesses through actionable insights and tailored approaches. With deep industry knowledge and a commitment to sharing expertise, I help entities navigate the evolving esports landscape, turning aspirations into realized successes.


Phone: +45 51931107

Let’s Supercharge Your Esports Program