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Yritysten sponsorointi elektronisen urheilun lähetyksissä

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Yritysten sponsorointi elektronisen urheilun lähetyksissä

There are not that many researches about sponsoring in e-sports broadcasts. The aim of this thesis was to find out how viewers see corporate sponsorship in e-sports broadcasts.

The study was conducted by interviewing five different people who follow e-sports. This method was chosen as the research focuses on how the e-sports followers experience advertisement and sponsoring in broadcasts at the moment. This cannot be measured by creating a quantitative survey.

The results show that companies who already sponsor e-sports broadcasts are already doing it well, but there are still some changes to be made. For example, creating more interesting content. When comparing the research in the theory and the answers of the interviewers there are some differences but also many common opinions.

Based on the interview survey, sponsorship of e-sports broadcasts is reflected in improved quality of broadcasts and increased visibility for sponsoring companies. Viewers considered the support of businesses important for the growth of e-sports, and the presence of different companies improves the image of the sport and brings interesting content to the audience. Sponsorship development needs concerned the use of broadcast breaks with content created by sponsors.

The companies wanting to become a sponsor of e-sports can benefit from the outcome of the thesis. It is important to know the benefits of the sponsoring but also to understand the characteristics of e-sports and how the fans deal with the sponsoring companies.

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