Freitas, Bruno AbreuContreras-Espinosa, Ruth S.Correia, Pedro Pereira2023-05-312023-05-312019Freitas, B. A., Contreras-Espinosa, R., & Correia, P. P. Os benefícios, riscos e estratégias do patrocínio de eSports. Livro de Atas / Book of Proceedings IX Postgraduate Conference ESGHT / ISCAL 2018. ISBN 978-989-8859-77-8.http://hdl.handle.net/10400.13/5207This research aims to identify the strategies and effects of eSports sponsorships. A mixed method exploratory methodology will be adopted, focusing on cross sectional studies and a non-artificial scenario. The three samples, audience and sponsors of eSports and general gaming community, will be enquired through questionnaires, with a voluntary and non-probabilistic sampling method. The literature has shown that brands have created sponsorships tailored to fans’ interests in order to benefit from improved brand image and awareness and high ROI. To avoid the threats of a young industry, sponsors have been studying the market and seeking to establish a legal framework and anti-corruption measures. This research looks to expand the small literature on eSports sponsoring and present relevant new data for sponsors.poreSportsSponsorshipMarketingStrategyConsumer behaviorPatrocínioEstratégiaComportamento do consumidor.Escola Superior de Tecnologias e GestãoFaculdade de Ciências Sociaisconference object