Non-endemic Sponsors: They just don’t get it

Team Liquid
Student Price: 
$11.00 (€9.76)
Area of Study: 
North America
eSports, Sponsorships, Customer Demographics, ROI, Quantitative, Non-Endemic Marketing
Distributed by the Global Jesuit Case Series
Average rating: 

Potential sponsors need to know what they stand to gain from a sponsorship. That means understanding the market and industry you are in—and for eSports, this is easier said than done. Despite there being millions of live-streamers and stadiums full of people paying to watch pro-gamers play, sponsors outside of the eSports arena do not inherently understand the demographic attracted by eSports.  Companies with well-known brands such as Nissan, Coca-Cola, and McDonalds do not grasp the eSports customer base, nor where it fits into their consumer base.

How can Steve Arhancet translate Team Liquid’s fan base into value that traditional ad-buyers and sponsors can understand?

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