Sponsorships in ESports

Abstract

Objectives The main objectives of this study were to research how sponsorships in eSports are conducted. The research expands on the current knowledge that exists about how eSponsorships are acquired and how a successful sponsorship partnership is maintained. Additionally the ways of how to measure effectiveness of an eSports sponsorship are to be explored.

Summary Three (3) eSports sponsors/sponsees were interviewed using semi-constructed interviews. The acquisition process of sponsorships in eSports varies from sponsor to sponsor depending on the company’s objectives. Sponsors have trouble measuring the success of their sponsorship and have to rely on very few techniques about how to measure the value created by the partnership. The main finding about how to maintain a working relationship between the sponsor and sponsee is to have open discussions if any trouble arises.

Conclusions The research concluded with a more in-depth look into how processes in eSponsorships are constructed. The size of the sponsor and eSports team dedicates which party has more power in the relationship. Sponsors and sponsees have to be flexible when it comes to deliverables. Otherwise, minor problems can ruin the relationship between the partners.