Due to the inadequacy of traditional marketing methods, businesses have sought more specific and effective communication methods. The niche marketing approach that has emerged in this direction focuses on sub-market groups shaped by specific lifestyles, behavioral patterns, and cultural codes. E-sports, a field that has grown with technological advancements and is at the heart of digital culture, offers a suitable environment for these strategies. The e-sports community, with its target audience, particularly young people, engaged with digital media, and open to online interaction, has become a powerful communication channel for brands. This study examines the role of e-sports in niche marketing strategies and evaluates brand strategies implemented both globally (e.g., Ralph Lauren, Red Bull) and in Turkey (e.g., Monster Energy, GameGaraj). The social and cultural environment offered by esports allows to businesses to establish unique connections with young consumers, creating new opportunities for branding, loyalty, and perception management.