The effect of e-sports team sponsorships on brand value

In this study, it is focused on how sponsorship, which is one of the public relations practices, affects brand value. How sponsorship, one of the public relations practices, affects brand value is discussed. In this context, the e-sports ecosystem is discussed. Focus group interviews were held via zoom with people working in the amateur, professional and technical departments in this field. According to the results, it has been observed that brand selection is an important step in sponsorship decisions. During the interview, people expressed their opinions about the sponsoring brands. They talked about the impact of brands that have important roles in e-sports on consumers. Key Words: Brand Value, Brand, E-sport Sponsorships, E-sports.