LVL UP EXPO is the latest esports entity sponsored by the U.S. Army, and I’m shocked it’s still allowed to happen

I recently said we needed more events like Evo, and I meant it. The fighting game esports scene features multi-title events that bring the community together in a way that mainstream esports titles haven’t yet figured out. LVL UP EXPO just wrapped up over the weekend, another event that featured the FGC heavily, and there was a lot of good about it.

But the esports community did notice one thing that soured the celebration: it’s sponsored by the U.S. Army.

This is actually not a new debate at all. For years, gamers have argued that the U.S. Army should not be allowed to sponsor esports events, teams, and organizations. Back when Cloud9 was sponsored by the U.S. Air Force in 2020, which also sponsored ELEAGUE tournaments around that time, the esports scene began to lash out. But the trend continued: KC Pioneers partnered with the Army National Guard for multiple years, and Complexity has also been sponsored by the U.S. Army.

Having army-related advertisements on stream, booths with military members at events, and plastering army logos and lingo on esports jerseys felt very predatory to the esports community. But there’s a reason it keeps happening. It’s clear that the branches of the military see esports as a potential recruiting ground for young men. The esports demographic is perfect.

Back in 2020, pro-military website We are the Mighty wrote an article about how “awesome” it is that the U.S. Air Force is getting involved with esports: “This means that the United States Air Force has recognized the recruitment possibility in getting exposure in a new, emerging venue.

This offers legitimacy to the world of eSports. This means that a branch of the United States Armed Forces sees the possibility of attracting potential recruits out of the pool of people watching eSports events. All jokes about the Air Force aside, younger, nerdy adults are kind of the Air Force’s target demographic — and they have been looking into many different avenues to meet recruitment numbers.

Since the Air Force has been pushing heavily for the cyber fields, this partnership makes absolute sense.”

I won’t even comment on the use of “eSport” here. But you get the idea: the U.S. Army wants to appeal to young and impressionable boys who may see it as a cool opportunity to use their mechanical skills in real life instead.

I am not saying I am for or against the military. This is not a commentary on whether I like what the U.S. military is currently involved in. This is me saying I don’t think the military should be allowed to sponsor esports organizations or events, regardless of my opinion of our military’s operations.

I’m not a fan of targeting an impressionable group of people in general, which is also why I’d argue against crypto, gambling, and other sponsors that could lead to life-changing decisions from irrational teenage boys. But this is part of the military’s usual strategy: target poorer, younger demographics that want a way out, that are enticed by the idea of having a purpose, of having money, of maybe gaining citizenship.

Truth in Recruitment’s Kate Connell told Teen Vogue that the U.S. Army often brings old military equipment and virtual reality games to schools as part of its recruitment efforts. She explained: “Students are participating in something that’s about the military, that glamorizes the military, that makes it sort of a game.”

To be clear, LVL UP EXPO is not owned by the U.S. Army; it’s just sponsored by the U.S. Army. However, a lot of people feel that taking money from the military in exchange for it getting promoted on stream is the same thing as attending an esports event funded by Saudi Arabian interests.

And with so many people in esports lashing out against the growing presence of Saudi Arabia, they want people to have that same energy for events sponsored by the U.S. Army.

Others, however, feel that it’s “virtue signaling” to care about the U.S. Army’s involvement in LVL UP EXPO. A lot of people are forgiving towards LVL UP EXPO because it probably just needed the money. However, that’s likely why Evo was also sold to a Saudi Arabian company. And that’s why so many esports organizations are competing in the Esports World Cup and Esports Nations Cup: the foundation behind them offers a massive paycheck to any team that competes.

In the end, it’s just all about money because esports doesn’t have any. But is selling out your fanbase for money really the only answer? I’m not here to offer an alternative way to make money since I’m not part of that decision-making process for these events. However, I am here to offer my opinion, even if it doesn’t matter to everyone: the U.S. Army and other military-related entities should not be in esports.

Sponsorships are inherently about persuading viewers. But convincing a teenage boy he needs to subscribe to Netflix is nowhere near as sinister and life-changing as convincing him he should sign up for the U.S. Army.