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Sardar Mohammadi

Sardar Mohammadi

Academic rank: Professor
ORCID: 0000-0001-7078-956X
Education: PhD.
ScopusId: 54585661200
HIndex:
Faculty: Faculty of Humanities and Social Sciences
Address:
Phone:

Research

Title
Sponsorship Strategies and Branding in Esports
Type
Book
Keywords
Sponsorship, Branding, Esports Strategies
Year
2023
Researchers Sardar Mohammadi ، Mike Rayner ، seed iman gafari sadr ، Hossein Abdolmaleki

Abstract

There is not an overall accepted definition for esports. Not all electronic games are necessarily considered as esports. Typically, the term “esports” (electronic sports) refers to organized competitive video gaming among professional players. Here, we should emphasize that any game to be included in esports category should meet three criteria: (1) It should have organization, (2) it should be competitive, (3) it should be professional. Playing games at home or as hobby is not considered to be esports. Esports are usually practiced in a league tournament format, with a specific goal or prize, such as winning a championship title or prize money. Therefore, we can consider competitive video gaming as a synonym for Esports. It simply refers to a computer game played in professional competitions, especially when it is watched by fans and broadcast on the internet or on television. Moreover, the element of teamwork or multiplayer battle is important in order to categorize a game among esports, or else there are many other games meeting the above criteria. In the other words the games should have the following criteria other than the above ones: (1) fighting, first-person shooter (FPS) and (2) multiplayer online battle arena (MOBA). Some examples are the video game versions of classic sports (such as FIFA football) or motor racing games (Pfeiffer et al., 2022). Sponsorship is a well-known tactic involving two factors: sponsor and sponsee. Sponsor refers to the organization that provides another organization financially or by products in return for the other organization to promote their brands to the target group. Sponsee refers to the organization that receives the amount of money or product to promote the brand of the sponsor to the target group in return