The impact of sponsorship on brand development and revenue generation in esports: A case study of Team Liquid

Abstract

This study analyses the impact of sponsorships for financial sustainability, brand building, and fan engagement within esports. It is a qualitative case study of Team Liquid. The study applies an interpretivist and a social constructivist paradigm with secondary data comprised of sponsorship announcements, industry reports, and media and fan communication on Reddit, YouTube, and Twitter. Themes were developed across organisational documentation, activating sports and media spaces, and audience perceptions using a thematic analysis triangulated from multiple sources of data. The findings indicate that sponsorships are a central component of Team Liquid’s economic model. They bring diverse, dependable revenue from long-term sponsorship revenue agreements partnered with major brands such as Honda, SAP, Coinbase, and Alienware. Key sponsorship partners establish a financial model that forms the foundation of Team Liquid´s infrastructure, providing a consistent revenue stream and eliminating the uncertainty of prize winnings. More broadly, this research demonstrates that sponsorship can be a multi-layered source of financial anchoring, brand building, and community relationship assets.