Exploring sponsorship perception in E-Sports tournaments : How do consumers perceive sponsorship, and what factors influence their perception?

Abstract: Problem: This thesis addresses the rapid growth and increasing influence of E-Sports asa popular and competitive sport, along with the opportunities it offers for marketing andbrand promotion. Despite its popularity, there needs to be more knowledge andinformation about sponsorship in E-Sports and the dynamics of sponsor relationships withE-Sports consumers. Therefore, this thesis intends to bridge this gap by connectingestablished sponsorship theories with the emerging E-Sports events and competitionsmarket.Purpose: The purpose of this study is to examine how consumers perceive thesponsorship of E-Sports tournaments. The goal is to provide insights for companieslooking to engage in E-Sports sponsorship and enhance their strategies in order toeffectively connect with E-Sports fans. By focusing on sponsorship congruence in E-Sports tournaments, the study aims to explore consumer perceptions of sponsorship andidentify the factors that influence their perception. The research question guides anempirical investigation to help companies improve their sponsorship strategies andenhance engagement with E-Sports fans.Method: A quantitative research method has been used as an online survey to achieveour study's purpose. It included 83 respondents.Throughout the study, the scales used forthe variables are validated through previous research studies conducted in the field ofsponsorship. These studies have established the reliability and validity of these scales inmeasuring the respective constructs.Results: Our research contributes to understanding the factors that drive effective E-Sports sponsorship and offers valuable insights for academia and industry. It provides abasis for future investigations that can further enhance our knowledge of this dynamicand rapidly evolving field. The study identified key factors that influence theeffectiveness of E-Sports sponsorships, including authenticity, fit, and trust. These factorsprovide insights for future sponsorship investments in the E-Sports industry.