Understanding Esports Consumers and the Underlying Market Potential in Esports Anno 2020: A Case Study of Brøndby eSport and Their Consumers

Martin Høgfeldt & Christian Bisgård

Student thesis: Master thesis


The purpose of this thesis is to employ our academic and theoretical knowledge to solve a specific business case - Brøndby eSport. We believe that our academic research, as well as the practical applications we propose, can contribute to help Brøndby eSport gain a competitive advantage in the future. The competitive advantage will come from obtaining an elaborate insight into the minds of their consumers, which can be advantageous when planning the organization’s marketing strategy. Furthermore, the current research in esports marketing is very limited. Therefore, through researching the current academic frameworks in branding and sports marketing, we attempt to present a way to look at esports marketing in the future. We wish to believe that our research will help both future marketeers and students gain an understanding of how esports marketing works. Finally, we would like to thank everyone who has been involved in the thesis process. We thank Brøndby eSport, who has been extremely helpful in the process of collecting empirical data for our research. Secondly, we would like to thank all of questionnaire respondents, as well as the interview participants, who has given us the valuable data our thesis is based around. Finally, a special thanks to our thesis supervisor, Ahmad Zaki Faizi, who has guided us and helped us overcome the many obstacles associated with finishing our master thesis.

EducationsCand.ling.merc Erhvervssprog og International Erhvervskommunikation (Multikulturel Kommunikation i Organisationer), (Graduate Programme) Final Thesis
Publication date2020
Number of pages137