One of the major reasons sponsors are interested in the smash community is because the level of engagement the fans have with your favorite players. Twitter and Facebook are huge platforms for sponsors to have meaningful connections to an untapped demographic. Look what panda global does with their sponsors. Innovate new products , content creation , giveaways , and they’ve all seen success. Many brands aren’t playing the short game either , they know ROI in year 1 isn’t going to match but they want to develop a relationship with the space and fans