r/esports • u/bkingfilm • 6h ago
Discussion A student esports tournament in Xi'an found a sponsor by helping fill an internet café
In 2003 I was a student in Xi'an trying to bring university esports players together. The alliance I started was called XUGA, the Xi'an University Esports Alliance. After it grew past 30 universities, I planned its first tournament. I had watched plenty of events but organised almost none. I thought an internet café might provide a venue and prizes. Instead, I found I would have to pay for the computer time myself. I went to café managers without a proposal or slides and came away empty-handed.
A monitor distributor overheard one of those conversations. He told me that sponsors spend money to make money. I began preparing proposals and thinking about what each partner needed.
Coca-Cola was negotiating an exclusivity agreement with a newly opened café near Xi'an's Bell Tower. The café was reluctant, and its location was far from the universities. A student tournament could bring a crowd to the café, while giving Coca-Cola something to offer in those talks. Coca-Cola paid, the café got naming rights, and I organised the two-day event. Four games were played and close to 500 players took part.
I took no payment. I deferred a semester's tuition to pay the core team who had handled publicity, organisation and technical work; my mother later sent me the tuition money again. I wrote about XUGA in my history of Chinese esports, first published in 2013. This account is adapted from that chapter, which is free to read, link in the comments.
