Recently, a large number of professional football leagues have taken to a craze — FIFA E-competitions on the PlayStation and X-box consoles. To name a few, there is already an E-Premier League, E-MLS and even an E-Bundesliga (German-league). In fact, the eChampions league — which was announced in late December, is set to conclude one day before the Champions League finals take place on the pitch. But UEFA has decided to include a different system in the tournament – one which might tilt a few heads, and change the format of Fifa E-sport competitions for years to come. They believe that the eChampions League will connect a large audience of football faithful to the UEFA Champions League. The eight competitors that will have advanced to the final will use footballers that were involved in the UEFA Champions League group stage. In the same vein, UEFA’s thoughts that people’s heads have, and continue to be, turned toward E-sport may be the same going through the minds of leaders in the advertising industry. It seems that as viewership for FIFA E-sport continues to grow, so will the business aspect of it; for brands, football competitions as well as E-sport players.