Now touted as a multi-billion dollar industry, e-sports has brands queuing up to tap into a highly engaged audience and the players that are capturing their hearts and minds. What transformed a relatively niche entertainment model into a sporting leader?

With a greater value than the NBA, NFL, or any other professional world league, the American youth sports industry is a juggernaut. And while physical activity benefits a child’s body and brain, now it’s synonymous with big business. But what role do parents play in this burgeoning industry?

Gritty is much more than the mascot for the Philadelphia Flyers. The seven-foot-tall, googly-eyed orange monster has come to embody everyone from blue-collar workers to social justice warriors, with the power of memes making him a relatable figure for web users the world over.

E-sports is a well-established spectator sport, and Nike is the latest brand to get on board, with sponsorship of China’s famedLeague of LegendsPro League. The sportswear giant has followed in the footsteps of Puma and Adidas, tapping into people's desire to engage with unconventional sports.