Promotion and Communication Features of FMCG Brand Via Esport Industry by the Case of AXE

Student: Chernykh Nikita

Supervisor: Tatiana Prokhorova

Educational Programme: Management (Bachelor)

Year of Graduation: 2020

Esports as a phenomenon has formed not so long ago and in our opinion is the least studied sporting form. Speaking about him, as a rule, people are divided into two camps - some say that e-sports is the unlimited sport of the future, which is about to reach its peak of popularity and reach the first line in the rating by the number of views and potential participants, while others say that e-sports is a soap bubble that was inflated by inexperienced managers formed from former players and investors who are willing to give large sums in search of great profitability, developing what is not amenable to predicted analytics. This study will be based on a large basis of practical facts obtained during the work on various cases of the e-sports industry, and will be presented on behalf of a member of the e-sports organization and the e-sports community.

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