On 7 May 2015, the term “esports” was officially added to one of the most extensive online English dictionaries “Dictionary.com.” The dictionary gives the following definition of the term “esports”: “competitive tournaments of video games, especially among professional gamers” (IGN, 2015). The history of esports began in the late 20th century with the game Quake, which allowed users to play together through a LAN or internet network. Since then, a tremendous number of new esports leagues have emerged. Every year, game publishers promote esports disciplines; create a media space around them, and make competitively oriented games, creating an active audience. The popularity of computer-based esports grows each year at an increasing speed. Therefore, it is not surprising that the traditional for typical sports (football, basketball, volleyball, etc.) model of interaction between professional players (esports athletes) and sports clubs (esports organizations) emerged quite rapidly. This interaction aims to optimize the training process to increase athletic achievements and develop the media component for players and clubs. This article analyzes how esports clubs function in media spaces: their goals, tools, strategies, results, and development prospects on the examples and experience of professional esports organizations in Germany, Finland, and China.