Esports Partnerships from a Consumer's Perspective - Case Pelaajatcom Esports Oy

Abstract

This thesis examines consumer perceptions of Pelaajatcom’s sponsors and advertisements shown in the company’s livestreams. It delves into how Pelaajatcom's audience perceives advertisements, and the impact of sponsor visibility during livestreams. The study was conducted through a survey distributed via social media platforms. Findings enable Pelaajatcom to better understand its audience, inform current and potential sponsors, and adjust sponsorship visibility. The results indicate viewer satisfaction with the amount and types of advertisements and sponsors, with the average viewer profiled as a 27-year-old male from Uusimaa; following esports for 4-7 years, spending 2-4 hours weekly on esports, primarily watching Counter-Strike 2, and considering advertisements necessary for free esports content. The data of the study can serve as a reference for future research; qualitative research through interviews could offer deeper insights into Pelaajatcom’s consumer opinions.