MARKETING DE PATROCÍNIO EM ESPORTES ELETRÔNICOS: um estudo no campeonato mundial de League of Legends

Abstract

This study deals with sponsorship in electronic sports (e-Sports). This is a relevant topic, as sponsorship is at the heart of the economic model of e-Sports, as sponsors provide the main source of funding to make this venture viable. The e-Sports market involves professional athletes, teams, events and a huge audience, creating a global scenario of business opportunities. To study this theme, the League of Legends world championship was

selected. Students from Engineering courses at Pontifical Catholic University of Minas Gerais (São Gabriel unity), were surveyed. The results show the marketing relevance of sponsorship in e-Sports, as it becomes a resource to be explored by companies that seek to strengthen their image before the public. In addition, the sponsorship model used by companies in e-Sports makes use of all important marketing variables from the consumer's perspective as well.