2.5.1 Sponsoring Properties and Activities2.5.2 Sponsor Composition; 2.5.3 The Attractiveness of the Target Group; 2.6 Consolidation and Future Outlook; 2.6.1 Overall Market Size and Growth; 2.6.2 Magic Triangle of Sports and the Flow of Money; 2.6.3...
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2.5.1 Sponsoring Properties and Activities2.5.2 Sponsor Composition; 2.5.3 The Attractiveness of the Target Group; 2.6 Consolidation and Future Outlook; 2.6.1 Overall Market Size and Growth; 2.6.2 Magic Triangle of Sports and the Flow of Money; 2.6.3 New Technologies; 2.6.4 Legal and Political Aspects and the Relation to Traditional Sports; 3 Empirical Research on 3rd and 4th Degree Sponsoring; 3.1 Previous Research on eSports; 3.2 Research Problem Definition and Objectives; 3.3 The Case Study; 3.4 Theoretical Model, Research Design and Methods; 3.5 Data Collection; 3.5.1 Field Study 3.5.2 Online Survey3.6 Data Analysis; 3.6.1 Socio-Demographics; 3.6.2 Verification of the Required Conditions; 3.6.3 Attitude towards Sports Sponsoring; 3.6.4 Awareness at Event; 3.6.5 Attitude and Perception; 3.6.6 Image Transfer Potential; 3.6.7 Created Brand Connection with eSports; 3.6.8 International Results; 3.7 Summarization and Implications; 3.8 Limitations and Future Research; 4 Conclusion; Bibliography; Appendixes Cover ; Table of Content; List of Abbreviations; Lists of Images and Tables; 1 Introduction; 1.1 Problem Statement; 1.2 Disambiguation; 2 The eSports Market; 2.1 Historical Development; 2.2 ESports Disciplines; 2.2.1 Hardware Systems; 2.2.2 Genres and Games; 2.3 Key Components of the eSports Ecosystem; 2.3.1 Consumers: The eSports Fans; 2.3.2 Players; 2.3.3 Teams: eSports Clubs; 2.3.4 Leagues and Tournaments; 2.3.5 Events; 2.3.6 Media Channels; 2.3.7 Publishers; 2.3.8 Brands; 2.3.9 Associations; 2.4 Risk Factors; 2.4.1 Corruption; 2.4.2 Virtual Violence; 2.5 Sponsoring in Western eSports
