Esports championship event food & beverage sales at Climate Pledge Arena best other sporting events - Sports Business Journal

The International (TI 12), the world championship for Valve Corporation’s Dota 2 esports game, was a surprising boon for host Climate Pledge Arena, as food and beverage sales significantly outperformed their stick-and ball sports cousins.

The three-day event had concession stand staff on their toes as sales were much higher than expected. “Over the course of the three-day event, we experienced a nearly 40% increase in food volume compared to other sporting events and 7% lift in non-alcoholic beverage sales,” Delaware North’s assistant general manager at Climate Pledge Arena Matt Loerke told SBJ. “We continue to see success in our chef-driven menus and are proud of delivering an excellent food program for spectators, many of whom were in the arena for multiple meals.”

This is encouraging news for an esports industry that has seen a downturn in size and scope due to many factors including global economic headwinds. TI 12 is considered one of the “grand slam” events in the world of esports, along with the League of Legends World Championship (taking place now), Counter-Strike 2 Majors, and the Call of Duty and Valorant world championships. And it appears it’s good for traditional sports venues as well.

“Dota 2, The International is one of the largest esports championships in the world and a first for our team at Climate Pledge Arena in Seattle,” said Loerke. “It was a great exercise in the importance of customer insights. We anticipated a boost in the food and non-alcohol categories based on similar experiences at other venues but were blown away by the engagement of this unique audience.”

For a deeper dive on The International, read Thursday’s SBJ Esports newsletter.

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