Evolución de las estrategias de patrocinio en los esports en España2013-2021

  1. F. J. Cristòfol
  2. Álvaro Martínez-Ruiz
  3. Ignacio Román-Navas
  4. Carmen Cristófol-Rodríguez
Aldizkaria:
Ambitos: Revista internacional de comunicación

ISSN: 1988-5733,  1139-1979

Argitalpen urtea: 2020

Zenbakia: 48

Orrialdeak: 188-204

Mota: Artikulua

DOI: 10.12795/AMBITOS.2020.I48.10 DIALNET GOOGLE SCHOLAR lock_openIdus editor

Beste argitalpen batzuk: Ambitos: Revista internacional de comunicación

Laburpena

This article describes what esports are and the development based on figured of the related industry in the last five years. At international level are analysed both economic results and audience data and for the Spanish market is evaluated the sponsorship development. Based on the data from secondary sources and the valuation of experts, this assessment tries to extrapolate the expected evolution by 2021. Due to a general lack of knowledge about the sector and its advertising options, it is exposed how sponsorship has developed in this industry as well as its potential growth. For this purpose, a methodology of analysis and classification of data from 2013 to 2019 has been used. Estimations of figures and the evolution of the sector up to 2021 are also produced based on the previous growth, specialized secondary sources such as Anwo and Antevenio; and interviews with five professionals from the different agents of the esports industry: a social media, an editor, a content manager, a lobbyist and a managerial staff. The different actions carried out in Spain by the main sponsors are described throughout this investigation. It is shown that sponsorship in esports raises at an exponential rate in parallel to the industry that concludes that the growth of esports will entail the consolidation and development of sponsorship in the industry

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Datuen iturria: Dialnet