The Federal Communications Commission’s December 2017 decision to overturn Obama-era rules governing access to the internet is expected to have little impact on the sponsorship industry—at least for now.

The repeal of the rules allows internet service providers—primarily telecommunications and cable companies—to create “fast lanes” where users and content providers would have to pay additional fees for prioritized service. The throttling of service could have a major impact on consumers who play multiplayer video games, watch shows on Netflix and others who actively use the internet.

The impact on the sports and entertainment industry also could be dramatic, particularly for esports, a sport that was built on the back of a free and open internet.

“In a world without net neutrality, websites like Twitch may never have come to fruition, and games like League of Legends, Overwatch and Dota 2 may not have been able to create nearly lag-free online playing environments that foster the competitiveness required for esports,” said Grant Paranjape, director of esports business and team operations with Monumental Sports & Entertainment, which is fielding a team in the forthcoming NBA 2K eleague, which tips off in May.

“Without the success of those major titles, major non-endemic sponsors would have likely shied away from the space and would struggle to find avenues to reach the core Millennial and Gen-Z demographics.”

While the threat of throttled access is real, Paranjape expects the repeal to be short lived as legislators work to overturn it.

Case in point: Brands ranging from Dr Pepper and the Sour Patch Kids to Leidos and T-Mobile have all entered or expanded their involvement in esports since the repeal.

Leidos, for example, this month announced a season-long presenting sponsorship of Wizards District Gaming, MSE’s NBA 2K League team.

“Esports provides access to core demographics in a way that brands have never really had before, which is why I don’t think we see anyone shying away despite the repeal of net neutrality,” said Paranjape. “Everyone is moving forward knowing that the legal fight will continue for quite some time and it will be a long time before any implications or final resolutions are enacted.”

Even so, the lack of legislative action could have a major impact on how companies activate sponsorship in the esports space, particularly those in the cable and telecommunications categories.

“While it is still too early to know how exactly the repeal will effect sponsorships from telcos and cable companies, I do see it as something that would affect the authenticity of their sponsorships. With entire communities adamantly against the repeal, esports in particular, we could see a case where those types of sponsorships begin to lose value in reaching a very key user base.”

The FCC’s repeal of net neutrality is set to take effect April 23.