Graduation Year

2020

Date of Submission

12-2019

Document Type

Campus Only Senior Thesis

Degree Name

Bachelor of Arts

Department

Economics

Reader 1

Darren Filson

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Terms of Use for work posted in Scholarship@Claremont.

Rights Information

2019 Victoria A Flores Najas

Abstract

The rise of competitive gaming, also known as eSports, has attracted a wide range of corporate sponsors seeking to target the demographic of eSports enthusiasts. I use cross-sectional data on 300 teams across the world to investigate the factors (earnings, tournaments won, social media followers, years active, region, and the presence of a star athlete) correlated with the presence of a sponsor, the type of sponsor (endemic or not), and/or the number of sponsors a team has. In a logit model, a team’s probability of having a sponsor increases by 1.1% for every additional tournament won (p<0.01; Table 8), by 7.6% for every 1% increase in social media followers (p<0.01; Table 8), and by 22.7% for every additional year active since founding (p<0.01; Table 8). Additionally, an eSports team’s probability of having a sponsor is 15.6% higher for teams that have a star athlete than for those who do not (p<0.01; Table 8). In a multinomial model, an eSports team’s probability of having an endemic sponsor increases by 1.2% for every additional tournament won (p<0.01; Table 10), by 7.3% for every 1% increase in social media followers (p<0.01; Table 10), and by 10.2% for every additional year active since founding (p<0.05; Table 10). Finally, in a negative binomial regression, the expected number of sponsors an eSports team has is 7.9% higher for every 1% increase in team earnings (p<0.1; Table 11), 6.0% higher for every 1% increase in social media followers (p<0.05; Table 11), and 13.6% higher for every additional year active since founding (p<0.01; Table 11).

This thesis is restricted to the Claremont Colleges current faculty, students, and staff.

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