The e-sports market and forms of sponsor logo exposure in the context of the global growth in the popularity of video games

The video game market, including e-sport, is an important element of mass culture and a dynamically developing industry of the creative culture sector, generating billions of dollars in revenue on the global market. The professionalization of e-sport and its growing popularity cannot remain indifferent to both managers of global corporations and local entrepreneurs, who increasingly see the benefits of cooperation with game developers, players, e-sport organizations or organizers of numerous e-sport tournaments. The aim of the article is to analyse e-sport and the video game market, with particular emphasis on the ways e-sports sponsor logos are displayed and their visibility among players and viewers of e-sports broadcasts. The considerations serve to verify the hypothesis that with the development of e-sports, the visibility of traditional and interactive e-sports sponsor logos displays increases. For the purposes of the article, literature studies and empirical research were conducted. The analysis shows that an increasing number of companies decide to financially or in-kind support teams, players and organizers of e-sport tournaments. This translates into growing sponsorship revenues. According to respondents, the most frequently noticed and effective ways to present a sponsor’s logo are by far the most frequently noticed and effective ways to present it are on players’ jerseys, displayed during e-sports tournaments, and advertised during a stream.

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