Sponsorship strategies and branding in esports

Sardar Mohammadi, Mike Rayner, Seyyed Iman Ghaffarisadr, Hossein Abdolmaleki

Research output: Chapter in Book/Report/Conference proceedingChapter (peer-reviewed)peer-review


Nowadays sponsorship is a political instrument developing external and internal benefits for the organizations. Industry practitioners spend a great deal of time evaluating marketing and sponsorship opportunities, deciding what the strengths and weaknesses are in each case. Esports offers new marketing and sponsorship opportunities for brand owners. It augments the brand awareness in the market while facilitating the communication with the target audience, and it supports sports events. This chapter is trying to elaborate on some aspects of sponsorship and marketing in esports. This chapter is aimed to provide an introductory understanding of marketing and sponsorship in esports, describe in brief SWOT analysis of the esports industry, highlight different sponsorship strategies in the esports industry, and describe what role of endemic and non-endemic sponsors is in esports.
Original languageEnglish
Title of host publicationSports Sponsorship and Branding
Subtitle of host publicationGlobal Perspectives and Emerging Trends
EditorsHo Keat Leng, James J. Zhang
Number of pages17
ISBN (Electronic)9781003831549
ISBN (Print)9781032603902
Publication statusPublished - 22 Dec 2023

Publication series

NameWorld Association for Sport Management Series

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