A Study on Analysis of the Status and Status of Sponsors of the Chinese E-SPORTS Events

• 발행기관: J-INSTITUTE
• 저자명: Jie Ren Sukkyung Lee
• 간행물 정보: 『Kinesiology』vol.6 no.3, 45~59쪽, 전체 15쪽
• 주제분류: 사회과학 > 사회학
• 파일형태: PDF
• 발행일자: 2021.09.30

영문 초록

Purpose: The purpose of this research is to boost e-sports industries by conducting a comparative analysis on the current status of sponsor companies growing together with the Chinese professional e-sports competitions to understand the relationship between Chinese e-sports competitions and sponsor companies. Method: Based on the League of Legends Pro League, China s most influential e-sports competition, we would like to examine the relationship between sponsor companies and e-sports industries through longitudinal and cross-sectional comparisons of sponsor status from 2014 to 2020. Results: This resulted in the following: First, due to the accurate positioning of users, the first party competi-tions showed higher recognition or influence than the third party competitions. Based on the fact that mobile e-sports products can easily attract young users due to their low entry barriers, mobile e-sports products and compe-titions are important growth engines for the development of the e-sports industry. In addition, it has been shown that non-pro leagues support the development of professional leagues and that professional leagues are indis-pensable to interact, complement and promote the development of non-professional leagues. Second, according to an analysis of the sponsorship status of global e-sports events, computer and peripheral companies as com-puter and related fields were most actively sponsoring e-sports competitions, and the support of global compa-nies was steadily increasing. Finally, after looking at the sponsorship status of e-sports competitions in China, it was found that e-sports sponsorship is a major source of income in the e-sports industry and is growing together with the participation of influential sponsor companies. Conclusion: In the League of Legends event, China s most influential e-sports competition, teenagers and 30s were the main sources of income, with mostly male products-oriented sponsor companies. However, if women s participation is steadily increasing and men and women s competitions are held to attract sponsors and marketa-bility, e-sports can grow together with the attraction and participation of global sponsor companies.

목차

1. Introduction

2. E-Sports Competition Events and Current Conditions

3. Status of Chinese E-sports Sponsors

4. Plan to Revitalize China s E-Sports Sponsorship

5. Conclusion and Suggestions

6. References

7. Appendix

키워드

Esports China s E-Sports Events Sponsors Sponsorship Growth