Hey Alexa, Launch Twitch: Using Sport Sponsorship to Drive Business Development

in Case Studies in Sport Management

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Lindee Declercq Faculty of Applied Health Sciences, Department of Sport Management, Brock University, St. Catharines, Ontario, Canada

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Keegan Dalal Faculty of Applied Health Sciences, Department of Sport Management, Brock University, St. Catharines, Ontario, Canada

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Megan Piché Faculty of Applied Health Sciences, Department of Sport Management, Brock University, St. Catharines, Ontario, Canada

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Nicholas Burton Faculty of Applied Health Sciences, Department of Sport Management, Brock University, St. Catharines, Ontario, Canada

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Michael Naraine Faculty of Applied Health Sciences, Department of Sport Management, Brock University, St. Catharines, Ontario, Canada

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DOI:
https://doi.org/10.1123/cssm.2020-0025
Keywords:
gaming; sport sponsorship; twitch
In Print:
Volume 10: Issue 1
Page Range:
50–53
Restricted access

In this case study, students will explore how sport sponsorship can be used to drive business development. They will follow the fictitious story of Amazon, developing a plan to expand its operations into the Middle East through the eSports platform Twitch. Twitch, a video game livestreaming site has contributed to the rise popularity of eSports. Thanks to its appeal to the youth demographic, it is revealed Twitch offers a unique platform that can give Amazon a competitive advantage. This aligns with the Middle East’s increasing interest in becoming a global sport leader. After further exploring the Middle East market, the potential value of this sponsorship will be determined. In addition, business-to-consumer strategies will be consulted to justify the plan put forward by Amazon. Learning objectives include understanding the role of new media and being able to understand the early phases of a sponsorship plan.

Declercq (ldeclercq@brocku.ca) is corresponding author, https://orcid.org/0000-0002-0252-353X.

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