电竞赛事商业赞助的实证研究——以S7全球总决赛为例

An empirical research on commercial sponsorship of e-sports—— taking S7 global finals as an example

采用文献资料、逻辑分析等研究方法,以S7全球总决赛的赞助商作为研究对象,对其赞助行为进行实证分析,揭示了电竞赛事因为其受众基数大、用户年轻化购买力强、营销方式多样化、赞助的高性价比、高密度的赛事等特点受到品牌主的青睐。对于赛事本身,如何吸引更多的品牌对赛事投资,并将这些资金用于赛事的进一步开发;对于赞助商来说,在发生赞助行为以后,获得更多的赞助权益,进行长远的品牌建设和规划。

By using the methods of literature, history, comparison, logic analysis and others, this article empirically analyzes S7 global finals sponsors＇ sponsorship, and reveals characteristics of its large audience, strong purchasing power of youngers, the diversification of marketing, high cost performance, high density of events favored by brand. As for the event itself, how to attract more brands to invest in it and use the funds for further development of the event is very important; as for sponsors, they will get more sponsorship rights after the sponsorship activities, and canT out long-term brand construction and planning.