What Factors Affect a Consumer’s Purchase Decisions and Perceptions of Sponsored Products in Esports Within Sweden?

Sammanfattning: Problem: Esports budgets and earnings have significantly increased in the past years whichhas increased the level of involvement of corporate sponsors in esports. Ironically, researchaimed at sponsorship within esports is not so abundant. Therefore, due to the lack of knowledge and information about sponsorship in esports and sponsor relationships withesport consumers, this thesis aims to connect already established sponsorship theories withthe new emerging market of esport events and competitions. Purpose: The purpose of this research is to investigate how consumer purchase decisionsand perceptions are affected by sponsored products in esport within Sweden.Research question: From the purpose we arrived at the research question “What factorsaffect a consumer’s purchase decisions and perceptions of sponsored products in esportswithin Sweden”. Method: To achieve the purpose of our study, a quantitative research method has been used,conducting survey research to gather empirical data. For this research, we have used alreadyestablished concepts and theories based on sponsorship, brand image, and image transfer tofulfil the purpose of this research. Results: Consumers within Sweden can be affected by multiple factors such as the playersor the esports teams who use a specific product, the values shared with the sponsor, andperception of the esports teams or/and player. Conclusion: From the results of the questionnaire and the subsequent results from thestatistical analysis we managed to quantify the effects of sponsorship from the differentperspectives as well as the relationships between brand to consumer, brand to event, and brand to product.