BY SEAN LYNAM, ADWEEK

From soccer star Dele Alli celebrating his Russia World Cup goal by rocking the “Ride the Pony” Fortnite dance move before a vast global TV audience to J.D. Martinez and George Springer performing favorite Fortnite dances on pre-game video at the MLB All-Star game, there has been an unprecedented mash-up of gaming, esports and traditional sports recently. Many sports fans are getting a first taste of the esports hype.

As Fortnite’s tentacles reach across traditional sports, esports has gone from underground gaming to media mainstream. Its stunning growth throws up an unprecedented set of marketing challenges for esports marketers. 

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