How to engage with the world's fastest growing sports audienceeSports is a fragmented world, with a variety of games, fans and levels of engagement within them. Brands want in on the action, but how do you get in there authentically?At the sparks & honey co-sponsored eSports Brand Summit, it was clear from participants that communities into eSports are a passionate — but skeptical — bunch.Angelina Montanez, gaming editor and eSports writer for Tech We Like explained, "You need to know the team members. Players won't take you seriously otherwise." Also know the difference between the pro gamer, the casual gamer, and the spectator. As with traditional sports, many passionate fans don't play games.Michael Artz of eSports gave an example at the summit of a brand that did it right.Burton snow boards: Rather than selling headphones, Artz said, they promoted snowboarding. In addition, to be authentic, brands can work with influencers, building relationships, and weaving the brand into given genre, earning their way in and making themselves part of the eSports ecosystem. Tune in to culture with now, next. Now on the app store.