Reference no: EM132720298

Marketing and Sponsorship  

Introduction - Case Study - Harrisburg University - Continuant Esports

"On the university side, Harrisburg is recruiting for the best college age gamers in the world, giving out sixteen scholarships for perhaps the most uncommon reason we've heard in the admissions office: "What's your current killstreak on League?" The team at Harrisburg will play three of the most popular, spectator engaging battle games on the market, and play them to a sellout crowd in a quickly evolving Art and Science center.

Jeff Wang, Harrisburg's new head coach, said in a recent interview that games have been chosen according to their popularity as well as their spectrally. "These events will come complete with broadcasters and an easy to follow sequence to give even those that are new to the gaming world an easy way in."

Whitaker CEO Ted Black feels confident in the center's new use for their state-of-the-art theater, and the theater will now host HU's training and competition as they play other collegiate teams in the country.

With over 50 universities now involved in the collegiate esports scene, these schools will be looking towards early adopters like the Whitaker Center to fill the space between video games and venues. In an improbable turn of events, gaming is now a university sport, worthy of scholarship, and coming soon to a venue near you".

Analysis

Over the past couple of years more and more institutions have been in the process of arena development specifically targeted towards esports. With most of these development costs ranging from a couple million to 10's of millions. Institutions have been looking to sponsors to subsidize the cost of facilities and maintenance. We have seen a couple different college's partner with businesses either for cash/equipment sponsorships or naming/marking rights. Institutions are also looking to third parties to help in the completion and designs of these facilities. Things such as internet/production logistics, equipment, permanent staging, and electrical infrastructure should be strongly considered.

With the approach that Harrisburg is taking to have the facility host matches for spectators to come and watch them live. It brings up the question what will organizations be looking for in terms of sponsorship? Will it be an arena loaded with state-of-the-art computers having many ways to market to students or will it be a stadium style setup where the appeal would be more so centered around an audience.

Questions:

1. Mentioned in the post by Harrisburg, they specifically chose "three of the most popular, spectator engaging battle games on the market" with the though in mind of one day selling out crowds with the teams being featured live. Do you think this is the better approach compared to recent arena developments such as Durham, Maryvale, Boise, etc.? Support you answer with reasons to why it would or would not be the better approach?

2. Would this type of arena likely bring more sponsors or make finding them easier in anyway? Give details on why and what could benefit both the institution and the organization. If you do not think It would explain why the approach may fail.

3. Research and find a company that will assist in the development of esports facilities

a. List the company

b. List some other services they may offer

c. List other projects they may have done

d. Do you think the company would be eligible to complete the project that Harrisburg would have in mind? Explain why based on information you find while researching