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eSports Sponsorship: Current Reality and Future Potential

eSports Sponsorship: Current Reality and Future Potential
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Copyright: 2020
Pages: 16
Source title: Implications and Impacts of eSports on Business and Society: Emerging Research and Opportunities
Source Author(s)/Editor(s): David J. Finch (Mount Royal University, Canada), Norm O'Reilly (University of Guelph, Canada), Gashaw Abeza (Towson University, USA), Brad Clark (Mount Royal University, Canada) and David Legg (Mount Royal University, Canada)
DOI: 10.4018/978-1-7998-1538-9.ch005


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Previous chapters have articulated that eSports has arrived and is worth deep investigation and consideration. Billions of participants, a competitive gaming market, technology advances, and celebrity athletes are among many other positive characteristics. As seen in other properties with characteristics like this, sponsorship becomes a viable revenue source as brands are able to reach engaged consumers/fans and seek to achieve their own business objectives. This chapter introduces the marketing tactic of sponsorship, applies and examines it in eSports and assesses its future potential.

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