Nike Communication Strategy on the Russian Esports Market

Such a phenomenon as esports is rapidly gaining popularity not only from the point of view of players participating in e-sports matches, but also from the point of view of esports viewers. Being one of the most profitable and expensive businesses, the audience of esports enthusiasts attracts the attention of brands all over the world. In this regard, in this paper an attempt was made to systematize the general idea of the growing phenomenon of esports as a global trend, as well as to comprehensively analyze all kinds of integration through which non-endemic brands can enter this niche. The purpose of this master's project is to build a successful work with the audience of eSports on the example of Nike. The master's project consists of an introduction, five chapters, which include both coverage of the theoretical part of the study, as well as the empirical part. Also, there are brief conclusions to each Chapter Based on the results of the analysis of the answers, a strategy for the Nike brand with access to the Russian eSports market was built.