Premier League new boys Wolverhampton Wanderers are the latest top club to commit more time, effort and resources to esports.

On the back of the successful FIFA eWorld Cup last weekend, Wolves have signed a deal with esports agency Bundled, who will help to recruit new players to the team as well as managing events and creating content for the club at events the team is taking part in.

Wolves are not total strangers to esports. The club took part in last year’s Celtic eLeague alongside a range of representatives from Irish, Scottish and Welsh clubs like Crusaders, Dundalk, Hibs and TNS. Now, it appears they’re aiming to join up with some of the bigger clubs from around the world.

Russell Jones, head of marketing at Wolves, said, “The growth in esports is incredible. 160 million people are now tuning in to esports every week, so entering this market presents a huge opportunity for the club to engage with fans in new and exciting ways.”

“We will initially concentrate our esports efforts around FIFA, which has also seen phenomenal growth. Over 10 million players entered this year’s e-series FIFA World Cup, with many more millions tuning in online to watch the action.”

For football clubs, the natural link between themselves and FIFA is obvious. Given the popularity of the game amongst those taking part (competitively or recreationally) and indeed those watching events like the eWorld Cup, it makes sense for clubs to get involved.

More and more we’re seeing clubs invest time and effort into their own team to ensure their brand has a presence in a game where their branding, their kit and their players are already visible.