Research On Sponsorship Strategy Of Sponsors Of Professional E-Sports Events In China

With the rapid development of professional e-sports events in China,more and more sponsors are focusing on professional e-sports events.This paper studies the sponsorship strategies of sponsors of professional e-sports events in China,aiming to analyze the current sponsorship strategies of sponsors of professional e-sports events in China and give some suggestions.First of all,based on the research on the characteristics of professional e-sports events,integrated sponsorship theory and sports sponsorship,this paper makes an analysis and study on five related aspects of the sponsorship strategy of professional e-sports sponsors: sponsorship goal setting,sponsorship object selection,sponsorship information and incentive plan formulation,sponsorship return and sponsorship effect evaluation.Secondly,this paper uses the method of questionnaire to investigate and analyze the current sponsorship strategy of sponsors of professional e-sports events in China.According to the survey results,the sponsors of professional e-sports events in China lack long-term planning based on the brand's future assets,neglect the evaluation of event sponsorship value,lack of targeted design for the audience of professional e-sports events in the content of sponsorship sponsorship messages and incentive plans,insufficient attention to the rights and interests of sustainable development and utilization such as authorization and appellation,and lack of evaluation and consideration based on long-term benefits.Finally,this paper puts forward some suggestions for the sponsorship strategies of sponsors of professional e-sports events in China.In this paper,the author thinks that the establishment of sponsorship objectives should be based on the long term and focus on the creation of brand assets in the future.When selecting sponsors,weshould strengthen the value evaluation of sponsors.In formulating the content of the sponsorship sponsorship message and incentive plan,we should strengthen the targeted design for the audience of professional e-sports events.At the same time,sponsors of professional e-sports events in China should also pay more attention to the sustainable development and utilization of sponsorship rights.Finally,we should comprehensively evaluate the sponsorship effect of professional e-sports events based on long-term benefits,short-term benefits,brand benefits and business benefits.