Research On Brand Communication Of E-sports Events

It has been 19 years since e Sports was recognized by the Chinese General Administration of Sports as the 99 th official sport,and over the past 19 years,e Sports events have grown to become one of the most popular events in the world,both with audiences and sponsors.Currently,e Sports events are in the stage of upgrading their sports and are in need of external brand communication to further expand their influence and establish a well-established brand image.However,due to the influence and constraints of traditional image and some other factors in the event process,there have been more significant problems in the brand communication of e Sports events.This paper takes the League of Legends professional league,the most mature and influential e Sports event in the world market today,as a research case,and firstly composes the relevant theories and concepts involved in e Sports events and analyzes the current situation of brand construction of e Sports events,and then takes the current situation of brand communication of League of Legends professional league as the research Then,using the current situation of brand communication of the League of Legends professional league as the base of the study,the SWOT analysis method is used as the main research method,focusing on the brand communication of the League of Legends professional league,revealing the various influences and problems faced in its brand communication,and putting forward corresponding improvement strategies and suggestions--e Sports practitioners need to continuously improve their own image,broaden communication channels,innovate communication models,and continuously contact various resources from outside to deepen and establish a more favorable brand image of e Sports events,so as to promote the healthy development of e Sports events in China.