1. CYNOPSISeSPORTS & GAMING
08.18.16
POWER PLAYERS: Kurt Melcher
Intersport hired Kurt Melcher from Robert Morris University to oversee the company’s eSports
development. Melcher in addition to serving as Athletic Director for the school - launched the first
collegiate-level eSports department in the US at Robert Morris. According to the company, his role as an
evangelist for the industry will “be instrumental in architecting Intersport’s eSports approach.” Cynopsis
spoke with Melcher about his move and his legacy for eSports at the university level.
Melcher on moving to Intersport: I grew up in Chicago and you know Intersport through their work
with collegiate athletics, etc. When they approached me about eSports, I really liked their vision for the
future of the industry. They believe in the future of eSports as a viable, real athletic competition. I’ve
always respected the way that Intersport manages brands, and as eSports continue to become more
mainstream, I wanted to be a part of their commitment to position us to be on the cutting edge of that.
On Intersport’s plans in the eSports space: As we see eSports impact pop culture whether it is
through ELeague or League of Legends brands are becoming increasingly interested in the space and they
want to know what it looks like, what it is made out of and how it works. We want to be able to educate
them about the industry and how to activate in an authentic, real manner. In addition, with my expertise
coming from collegiate athletics, I see real possibilities and opportunities there as well and they need the
help.
On stereotypes and authenticity: There is a stereotype out there about eSports players that they are
eating three bags of Cheetos and drinking energy drinks, but on the competitive side, people take it very
seriously and it aligns much better with athletics. When eSports and videogames are taken at a
competitive, serious level, e-athletes train seriously and are actually living healthier lifestyles for a mind-
body connection. As eSports develops and science comes out of this, we’ll see the whole thing align closer
to how marketers use athletics than anything else.
On collegiate eSports: I think that collegiate eSports are really overlooked by the universities where
they have these vibrant communities on campus, sometimes as many as 2000 students in clubs and
organizations that have self-governance. They really aren’t given any support by the universities. So I
think that identifying those groups and finding ways to helps structure those groups, whether it is through
tournaments or leagues, will just help that scene take off.