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ESports is an undoubtedly growing industry that is attracting numerous brands from different categories to be part of it. These new brands entering the market bring their own practices and concepts about how sponsorship works. This research presents a comprehensive insight analysis of 16 eSports sponsorship senior professionals from around the world. We have found out these brands are inducing changes to the general eSports sponsorship institutional logic. Using a theoretical framework to compare both endemic and non-endemic relationships, we have listed contributions from each one and linked them to a new eSports sponsorship institutional logic born from merging the previous endemic logic with the ever-changing logic imposed by non-endemics.

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