Organisationers kommunikations relation med sponsorer i en ny e-sportsverden

Theis Johansson & Søren Lende Grønhøj

Studenteropgave: Speciale


The aim of this master’s thesis is to understand the communication issues that can arise between an e-sports organisation and its current or potential sponsors. We will use the Danish e-sports organisation, Copenhagen Flames, as our case study and a sub-top representative in Danish e-sports.

Throughout the thesis we will be using Fairclough's critical discourse analysis to distinguish the different viewpoints regarding the term ‘e-sports’, gained through interviews that we have conducted for this project. Furthermore, we will also analyse our case study with a focus on strategic communication. In order to achieve this, we have been examining an e-sports organisation’s stakeholders, the rivalry within the industry, and which communication strategy an e-sports organisation could take in order to best answer the stakeholders’ demands. We have also been investigating an e-sports organisation’s corporate brand, and its importance when initialising communications with a sponsor. Within our evaluation of communications strategies, we have also used Aaron C.T Smith’s theory on sports management, in order to compare and contrast how a traditional sports organisation interacts with sponsors. We believe (hypothesis) this theory is relevant since we envisage that the typical framework of an e-sports organisation is similar to that of a traditional sports organisation. The final theory introduced in this thesis is C. David Mortensen’s theory of miscommunication. We utilise this theory to support our analysis of an application sent by our case subject (Copenhagen Flames) to a potential sponsor.

The thesis concludes that e-sports organisations are creating these communication issues themselves. We find that they tend to focus on the e-sport, rather than the organisation as a whole. The discursive differences also play a part in this problem, as individuals may have different mindsets about what e-sport should be defined as. We also see significant issues in e-sports organisations’ applications to potential sponsors. We find that the application focuses too heavily on the e-sports organisation’s own interests rather than the benefits to both parties with the opportunity to activate their respective brands.

UddannelserKommunikation, (Bachelor/kandidatuddannelse) Master
Udgivelsesdato14 jun. 2019
Antal sider100
VejledereSusana Tosca