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Research On The Current Situation And Countermeasures Of The Sponsorship Of Professional E-sports Clubs In China

Posted on:2021-02-15Degree:MasterType:Thesis
Country:ChinaCandidate:Y ZhangFull Text:PDF
GTID:2427330620477224Subject:Sports management major
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In the 2018 Asian games in Jakarta,e-sports,as a sport item,entered the Olympic stage for the first time.The Chinese team demonstrated the competitive strength of Chinese e-sports to the world with 2 gold MEDALS and 1 silver medal.As a bridge between athletes and events,professional esports clubs are playing an important role in the development of the esports industry.At present,42% of the major income of professional e-sports clubs in China comes from brand sponsorship.Top clubs enjoy high-quality sponsorship resources,high-level athletes and professional business teams,while other clubs are generally in a difficult situation,and the development of professional e-sports clubs is polarized.Although corporate sponsorship plays an important role in the development of professional esports clubs,there are many problems in the process of sponsorship for both sponsors and sponsored parties.As there are many problems in the development of the sponsorship of professional e-sports clubs,it is particularly necessary to provide the sponsors with referable sponsorship strategies and target completion plans,and to provide referential development paths and demands of the sponsors for professional e-sports clubs.In order to further promote the standardized development of the sponsorship market in esports industry,improve the theoretical research on esports industry,and provide certain theoretical basis for the development of clubs and even professional esports industry.This paper takes China's professional e-sports clubs and their sponsors as the research object,and studies the development status of China's professional e-sports clubs' sponsorship by using the methods of literature,mathematical statistics,interviews,case analysis and questionnaire survey,and draws the following conclusions:When enterprises sponsor clubs,they show four characteristics different from those of traditional sports clubs,which are the limitation of the target of sponsorship,the high degree of the brand matching with the target of sponsorship,the priority of short-term interests,and the focus of online promotion activities.The characteristics of the performance of the club are: the club is greatly affected by the performance,the cooperation with the sponsors is dominated by enterprises,and the cooperative enterprises are mostly enterprises in the industry.The dilemma faced by corporate sponsorship: the single return method leads to huge risks of sponsorship effect;Single promotion activities lead to poor results of sponsorship objectives.The problems of esports club are as follows: the rights and interests of many sponsors are not clear and the sponsorship goal cannot be achieved;The club's means of realization depend on achievement;Cooperation with enterprises is more passive;Professional e-sports clubs have a poor sense of social responsibility.Based on the existing problems,the following Suggestions are made:First,Regarding the single problem of corporate return and promotion,enterprises should establish more types of return and promotion activities from more angles.After establishing the target of sponsorship and selecting the target of sponsorship,the sponsorship strategy should be further clarified from the perspective of cooperation and return methods.Finally,the promotion method that conforms to the theme and is systematic and perfect can maximize the goal of corporate sponsorship.Second,for the club,the sponsor choice is few but fine,the more outstanding the club should be more careful in the selection of sponsors.While developing esports + more profit models,we should assume the corresponding social responsibility,carefully choose cooperative enterprises,pass on the right values to the society,and cultivate worthy role models for teenagers.We should deepen cooperation with enterprises,take the initiative to seek cooperation opportunities,provide cooperation programs,pay attention to the integration of their own brand culture when exploring their own brand culture,and protect the interests of sponsors with higher sponsorship rights and interests and more adequate brand exposure.
Keywords/Search Tags:sports sponsorship, E-sports, E-sports clubs, Club sponsorship
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