Big companies have been sponsoring LAN parties ever since they've existed. In order to find sponsors, a party organizer will usually contact a company and try to convince them that they could benefit by donating a free product. There is real utility for both parties - the LAN organizer can point out the free prizes to its participants, and the company increases consumer awareness of its products.

As an example, is there anyone who has ever attended a LAN party in this solar system who hasn't heard of the drink Bawls? I doubt it. Bawls has done a pretty good job of getting its name out to gamers. The next problem for Bawls is the fact that I don't know of a single place you can go to get the drink outside of a LAN Party. Well, that is not a problem for another typical LAN sponsor - NVIDIA. Not only are gamers aware of this goliath of the gaming world, but everyone knows where to get what they've got to offer - your local computer store.

NVIDIA wanted the launch of its new card to make a big impression.

Now, in spite of gamers' knowledge of NVIDIA itself, the corporation wanted to make sure everyone found out about its new 6800 Ultra card. So they came up with an idea, "Hey, why not host our own LAN party to coincide with the launch of the card, instead of just sponsoring one?" Needless to say, it was a bright idea and Bawls decided to come along, too, with 30 cases of its liquid caffeine fun-enhancers.