What do energy drinks, luxury automobiles and razors have in common? They’re all products prominently featured in esports tournaments, and they’re among the first non-endemic brand categories to get involved in competitive video gaming sponsorship. And the esports-branding groundswell is rising. In fact, more than 600 esports sponsorship agreements have been made since the beginning of 2016, according to Nielsen market intelligence.

Despite being ancillary to the actual gaming activity, however, research from Nielsen’s Esports Playbook reveals that the majority of esports fans in the U.S., U.K., France and Germany welcome brand involvement in tournaments, streams and events. In fact, less than 10% have a negative attitude about brand activity in esports.