GHZL 3143 – EVENT SPONSORSHIP AND FUNDRAISING

GROUP A

GROUP ASSIGNMENT – REPORT PROPOSAL

PREPARED BY:

NO NAME MATRIC NUMBER

1 NURLIYANA ALIAH BINTI AZMI 272081

2 LATCARASSI A/P ANANTHAN 278822

3 WONG POEI FANG 270015

4 NATASHA AMILA MOHD AMIN 270686

5 AISYATUL RADZIAH BINTI NOOR HAZLAN 275437

6 SARAH ANNESSA BINTI SAZALI 281168

LECTURED BY:

CHE NORAZIZI BINTI CHE MASTAR

SUBMISSION DATE:

5TH June 2022

 Abstract

E-sports and gaming communities have grown into a huge business over the years. New ways of
having fun with games are coming up, from playing video games at internet cafes to making
millions. Gaming can be a way of life, and e-sports could be part of the Olympics in the future.
The business side of E-sports is always growing, and there are secondary factors that can be used
by the fashion industry to make money. Even though there may be other ways to get into this
new market, the suggestions only look at the most common and directly connected aspects that
are connected to the idea of today's E-sports and gaming community. However, it is also critical
to comprehend the social aspects of the E-sports community. The people in the community are
outsiders who are interested in entering the gaming world. It would have advantages and
disadvantages, which we cannot predict in the internet world. Many huge industries are ready to
sponsor E-sports because they know they can get double or triple the money in return. In
particular, Samsung, Oppo, Coca-Cola, BMW, Intel and so on. The reason why huge companies
are ready to sponsor is that their brand can reach a wider demographic as well.

1.0 Introduction

E-sports are an interesting phenomenon in a billion-dollar business. "E-sports" is short for

"electronic sports," and it refers to competitive video games that have tournaments and leagues
like traditional sports. There are two ways to play e-sports either with a team (multiplayer) or on
their own. They have become their own kind of celebrities thanks to streaming services like
Twitch and YouTube. They have real fans who come out to support them. Games like PUBG,
Call of Duty (COD), Counter Strike, Mobile Legend, Legend of Leagues, Dota 2, Counter Strike
and many others. Nowadays, people in the 10–25 age group are showing an interest in playing
online games. Besides, many events nowadays are related to e-sports games, and in some
universities there are tournaments among students and they gain money as a reward, such as
PUBG and Mobile Legend. Our main sponsor for this E-sports event is Samsung. The benefits of
sponsoring this event not only reach the wider demographic but also have an opportunity to build
the company stronger in local and international markets.
Vision

The vision of this e-sport event is to have a quality service that is non-boring and full of
entertainment via the development of talent and professional skills, and also to bring this
business to another level to gain more. The vision of this e-sport event is to "establish ourselves
as a leader in the provision of high-quality service and entertainment through the development of
talent and professional skills." They have a clear vision in mind that they are working hard to
achieve with tenacity and determination. They want to make sure that the best gaming products
and services are available to as many people as possible. Make the most of the team's skills to
achieve the mission.

Mission

The mission is to make sure that people have fun that is safe, regulated, and responsible while
also having a good effect on society. All of these things are part of the goal of this E-sports
event, which is run by a company that wants to have a positive impact on the communities where
it works by creating jobs, contributing to the tax revenue stream, and setting up local initiatives.

2.0 Objectives/Aim

The main objectives of this E-sports event are to help and guide their parents. They can
help kids develop their creativity, build relationships with their friends, and improve their
strategic thinking. In addition, it can help them build perseverance to achieve their goals, be
more resilient, and learn how to communicate with other people so they can understand their
point of view. Moreover, a great way for parents and teachers to help young children learn early
skills is to help them improve their early reading skills. And, it helps the brain speed up more and
stay focused. If a game is immersive and requires strategy and problem-solving skills to win, the
player will need to remember and take in a lot of information to win. Thus, become better at the
things that need to be done in the future. Players who play more complex multiplayer games
learn how to be strategic, analytical, and quick to react to changes in the game. They also learn
how to think about risk and reward and how to react quickly to changes in the game. There are
jobs in the real world that need people to solve problems, think analytically, and make decisions.
They use all of these skills in their work.

3.0 Venue

Location is a very important factor and some aspects such as access to transportation
facilities and distance need to be easy to reach in order to be time efficient. It's also important for
us to understand what facilities the venue we chose has in order to meet the event's needs. We
must also target the event's attendees which the type of venue plays a part in determining the
event's target attendees, either in terms of cost or location. Most importantly, we must go directly
to the venue to ensure that the information we have received is true. Those planning a regular
event should survey more than one or two venues so that they may compare one venue to
another.

Due to its large capacity, Tun Razak Hall 1 at the Putra World Trade Centre in Kuala
Lumpur is suitable for large events and meets all regulations to place E-sports events. It is the
only indoor hall in the city centre of KL that can accommodate 10,000 people. This hall is
complemented with a mezzanine floor that can house an additional 4,000 people if the display
space is needed to be expanded. The large rooms come with cutting-edge audio-visual
equipment, lighting and sound systems, and a Wi-Fi network, among other facilities that make
organizing an E-sports event at this location a breeze.

Furthermore, its closeness to Kuala Lumpur's capital and city center makes it an ideal
venue for this event. The location is right across from Sunway Putra Mall, one of Malaysia's
most well-known retail malls, and adjacent to hotels of various levels of luxury. This provides
event attendees with convenient access to a variety of food and beverage, entertainment, and
lodging options, the closest of which are Hotel Seri Pacific and Hotel Sunway Putra Kuala
Lumpur, which are connected to WTC KL via a pedestrian walkway. It's also simple to get to the
area because the building has plenty of parking.
Picture: Tun Razak Hall 1, Putra World Trade Centre, Kuala Lumpur
4.0 Host Committee

This is a list of names of the host committee that is responsible for implementing and ensuring
smooth running throughout the event.

Name Role Job Description

Event Director Responsible for overall of the event. This job

Wong Pei Fang demands and involves a variety of tasks, from
planning and supervising recruited coordinators,
supervising training for effective event execution
and organizing steps in running E-sports event.

Sarah Annessa Binti Assistant Responsible for providing assistance to the

Sazali Event Director coordinator in the effective and efficient planning
of the E-sports event.

Registration The role of the registration coordinator is to

and ensure the number of participants attending the
Nurliyana Aliah
Sponsorship event. Previously, the person in charge would
Binti Azmi
Coordinator collaborate with the design team to send out
invites. In terms of the event itself, it is also part
of the responsibility to verify the actual
attendance on the day of the E-sports event.

The sponsorship coordinator is in charge of

fundraising events for nonprofit organizations.
Compiling a list of potential event sponsors,
contacting them to secure their involvement, and
managing their promotions at the E-sports event
 Name Role Job Description

are all part of this role's responsibilities.

Technical and The logistics coordinator's job is to make sure

Aisyatul Radziah Logistics that all of the equipment needed is on hand for
Binti Noor Hazlan Coordinator the event. Make certain that the equipment
required on the day of the event is safe and
arrives on schedule. For this event, technical
provides audio and visual assistance.

Latcarassi d/o Food and The food committee ensures that all attendees,
Ananthan Beverages including guests, are well served. The position is
Coordinator considerably more important during an overnight
team building event. Hires a caterer to provide
food throughout the E-sports event.

Natasha Amila Mohd Programme Coordinating event entertainment including

Amin Coordinator music, guest speaker, help manages events on the
day.
4.1 Organization Chart

This organization chart will be developed during an event that will help everyone to refer if any
emergency occurs.
5.0 Fundraising Goal

E-sports assists poor youth and their families in overcoming difficulties. We aspire to create

young people who value education, respect the law, and strive to become better thinkers. E-sport

values its partnership with Samsung and will continue to expand by establishing a network of

persons and companies that contribute to our mission. We feel that our intended audience always

benefits when more members of the community take an active interest in their well-being.

E-Sport Fundraising Goal

● Fundraise of RM 10,000 to support children who are suffering from poverty, disasters, or

health problems by giving them aid and improving their quality of life.

● To Provide children with the opportunity to develop and explore in all aspects necessary

for them to achieve their goals.

● To raise student’s awareness of potential career paths in the E-sports industry.

 6.0 Budget

Event Budget for E-SPORT INCOME

TOTAL Estimated (RM) Actual (RM)

INCOME

62,300.00 77,200.00

ADMISSIONS

Estimated Actua Type Price Estimated Actual

No. l No. (RM) Income Income

20 20 PUBG 40.00 800.00 800.00

20 20 FIFA 80.00 1,600.00 1,600.00

20 20 MOBILE 50.00 1,000.00 1,000.00

LEGEND

50 80 VIP 35.00 1,750.00 2,800.00

4000 5000 GENERA 5.00 20,000.00 25,000.00

L

Total 24,300.00 31,200.00

(RM)
SPONSORSHIP INCOME

Estimated Actual Type Price Estimated Actual

No. No. Income Income
(RM)

3 5 GOL 1,000.00 3,000.00 5,000.00

D

3 3 PLAT 5,000.00 15,000.00 15,000.00

INUM

1 1 DIAM 10,000.00 10,000.00 10,000.00

OND

Total (RM) 28,000.0 30,000.00

0

OTHER FUNDING

Type Estimated Income Actual Income

IN-KIND (PRIZES) 8,,000.00 10,000.00

DONATION 2,000.00 6,000.00

Total (RM) 10,000.00 16,000.00

 Event Budget for E-SPORT EXPENSES

TOTAL EXPENSES
Estimated Actual

(RM) (RM)

47,055.00 39,683.00

SITE Estimated Actual

Room and hall fees 10,000.00 8,000.00

Site staff 2500.00 2,315.00

Parking 150.00 150.00

Equipment 300.00 300.00

Total (RM) 12,950.00 10,765.00

DECORATIONS

Lighting
4,500.00 4,200.00
PA System 1,500.00 1,500.00

screen/projector 900.00 500.00

A/v technician 1,915.00 1,915.00

Total (RM) 8,815.00 8,115.00

PUBLICITY

Graphics Work 2,000.00 2,000.00

Photocopying/Printing 1,200.00 800.00

Advertising 4,000.00 4,000.00

Registration System And Fee 250.00 250.00

Videographer/photographer 1,200.00 1,200.00

Website/Ads 1,500.00 1,500.00

Total (RM) 10,150.00 9,750.00

REFRESHMENTS Estimated Actual

Food 4,000.00 3,100.00

 Drinks 400.00 230.00

snack 100.00 70.00

4,500.00 3,400.00

Total (RM)

PROGRAM

Speakers 2500.00 2500.00

Transport 400.00 345.00

lodging 440.00 458.00

Total (RM) 3340.00 3303.00

PRIZES

Ribbons/Plaques/Trophies 2,000.00 1,200.00

speaker Gifts 300.00 150.00

Total (RM) 2,300.00 1,350.00

MISCELLANEOUS

Contingency 5,000.00 3,000.00

Total (RM) 5,000.00 3,000.00

Event Budget for E-SPORT PROFIT

TOTAL PROFIT
Estimated (RM) Actual (RM)
(OR LOSS)
15,245.00 37,517.00

Estimated Actual

Total income RM62,300.00 RM77,200.00

 Total expenses RM47,055.00 RM39,683.00

LOSS SUMMARY

ACTUAL RM77,200.00 RM39,683.00

ESTIMATE RM62,300.00 RM47,055.00

D

7.0 Target audience

E-sports refers to sports that use electronic games to compete. With the increasing
influence of games on the economy and society, esports has officially become a kind of sports
competition. Meenaghan (1983) argues that a precise definition of a target audience will greatly
facilitate the sponsorship choice and increase the effectiveness of the sponsorship expenditures.
It is further argued that an up-market target group will be best reached by up-market
sponsorships. This fact is illustrated by Rolex, which engaged in polo sponsorship, an activity
where potential customers in the higher society bracket could be reached. A company that is
looking to achieve a mass appeal should choose activities which have a broad appeal, such as
popular music festivals or sporting activities (Meenaghan, 1983). The ability to reflect the target
audience lifestyle is another important selection criterion. It is for this reason that companies
such as Volvo engage in tennis and golf, whereas brewing companies are more likely to engage
in sponsoring darts and snooker (Meenaghan, 1991).

The E-sports audience grew from 90 million followers in 2014 to 131 million in 2016.
44% of esports viewers are from Asia Pacific, 25% from the EU, 19% from North America and
12% from the rest of the world. With the demographic market segmentation, more than half of
esports viewers are between the ages of 21-35, a segment that is difficult for traditional
companies to reach. The majority of the eSports population ranges from 18 to 34 years old and
includes 30% women and 70% men. These people are passionate, social and highly engaged
across various platforms. They also have jobs and are desperate to spend money on their
passions. According to a report by Mindshare North America, eSports enthusiasts are almost all
high earners. 43% of eSports enthusiasts have an annual income of $75,000 or more. A large
portion of them are millennials, with 60 percent between the ages of 25 and 39. Women make up
38 percent of this fan base. Esports fans are very passionate about their hobby and their
enthusiasm seems to increase with income. 49% of respondents said they spend most of their free
time on esports-related activities. The average age of esports enthusiasts is 32 and the total
household income is $64,900.

With the behavioral segmentation, as esports fans love, brands spent an estimated $325
million on direct marketing and sponsorship of esports in 2016. This is an increase of 4 9%
compared to 2015. Media companies, game publishers and investors are interested in the
industry because esports is the biggest disruption since the iPhone in 2007 and gaming is shifting
from personal entertainment to spectator events. According to a Newzoo report, 63% of esports
fans watch gaming streams on platforms such as Twitch, YouTube, Hitbox, Azubu, and Ding it.
 With psychographic segmentation, psychology refers to psychological properties
distributed among a group of people. In game research, it usually refers to what different players
like to see and do in a game. In The Art of Game Design : The Book of Lenses, game designer
Jesse Schell explains game designers Marc LeBlanc and Richard Bartle's breakdown of player
attributes, called LeBlanc's classification of gaming fun, for the habits of various eSports fans
For example, a game designer, Marc LeBlanc, came up with eight main pleasures of playing
games. That is, feeling, fantasy, narrative, challenge, fellowship, discovery, expression,
surrender.

Lastly, with the geographic segmentation, countries such as the United States, China and
South Korea have reported rapid growth in esports game development, player numbers,
audience, and infrastructure. In recent years, many venues have been built around the world, with
beautifully designed seats, and equipped with gaming equipment, screens and supporting
equipment. In China, the esports industry has the largest number of gamers in the world. To date,
more than 600 million individuals have played games on their mobile phones, computers or
game consoles. At the same time, the US remains the most important esports market due to high
average spending per E- sports enthusiast, high gaming penetration, and a young and responsive
population. But in recent years, the eSports market in the Asia-Pacific region has become the
most promising market, and the number of gamers and tournaments is also increasing. In
addition, several developing countries in Asia have also become lucrative esports markets,
including the Philippines, India, Australia, Taiwan, Hong Kong and Vietnam.
8.0 How we create an experience in E-sport event

Sponsorship

Sponsorships are a significant source of income for the business. They, like any other
sponsorship, contribute in the development of brand awareness for the company's products. The
point is usually emphasized while the team competes while wearing the sponsor's apparel.
Companies who make resources used in the production or play of eSports, such as software and
computer component makers, as well as energy drinks like Razer, are examples of esports
sponsors. Non-endemic companies participate in E-sports tournaments in the same way that they
do in traditional sports. This involves, among other things, product placements, direct
sponsorship of teams or events, and the opportunity to access intellectual property rights in
marketing. In many cases, the virtual aspect of e-sports provides additional opportunities.
Sponsor brands always consider branding on a player's jersey and the skins of the player's avatar
while attending an E-sport event. For example, Samsung cooperated with Fortnite to make the
exclusive Samsung Galaxy Fortnite skin available to gamers who pre-ordered the Samsung
Galaxy Note 9.

Samsung Galaxy Skin. Source:

Samsung.
Advertising

We've seen sponsorships and advertisements mixed together before, and while separating
them can cause challenges with where to allocate cash in some circumstances, we believed it was
critical for the sake of this argument to do so. This is attributable, in part, to the fact that they
account for nearly 60% of total industry income. Content provided to e-sports event fans
generates advertising revenue. Given that linear television accounts for a far smaller proportion
of esports watching than traditional sports, advertising broadcast on streaming programming
generate the majority of this revenue source. As a result, teams' "advertising" profit may be
reclassified as "content" money, or revenue received through streaming service agreements.

Pubg collaborates with Blackpink in advertising

Selling Merchandise

Top streamers have their own customized t-shirts and clothing collections, which they
usually provide in collaboration with current clothing businesses. For example, Popular Player
Unknown's Battlegrounds (PUBG) player Michael "Shroud" Grzesiek, has branded t-shirts
through JINX. Such merchandise not only delivers more profit to streamers, but also further
advertising as their companies grow. Popular streamers can use their own clothing lines to
establish brand recognition in the same manner that traditional sports teams do through apparel
sales.

Example of merchandise
9.0 Promotional Tools

Storytelling has become increasingly important as more marketing agencies turn to

esports audiences. Some flexible tools, such as those offered by Omnicoach, give brands creative
control of it and stimulate their creativity so they can explain and memorize compelling stories to
clients. For all audiences familiar with esports marketing, the video game community is
approached like social media, as each community has its own tone and loyal audience. Like
Instagram's hashtags that focus on beautiful shots and themes but fun. It’s because it is so
important, esports storytelling tools must be flexible and effective. In addition, marketing tools
will reflect each person's brand personality, mission and individual goals.

In order to promote esport more effectively and make more people aware of its benefits,
we can use a number of marketing promotion tools in our promotion plan. However, each
promotional tool is only suitable for certain situations, so these should be applied with caution on
a case-by-case basis. Firstly, promotional tools using advertising can reach people who are
dispersed and eSports enthusiasts. This is one of the quickest ways to promote your event or
campaign to the most diverse. Another important feature of advertising is that it is more
expressive.

Then, at certain stages of the process of promoting esport, personal selling is the most
effective promotional tool for creating preferences, beliefs and actions among esports fans. In
personal selling, as long as there is more personal interaction between people, it is possible to let
each other understand and adjust their characteristics and needs. We can leverage existing social
media, such as Twitter and Instagram, which are typical channels of choice for the esports
community. These platforms keep a close eye on the target demographic and can also be used to
promote participation in esport through appropriate sales. Also, invest in blog writing to further
increase credibility. The written articles can also be used to amplify social posts, encourage and
let more esports fans visit the website about esport, collect relevant information from it and
attract more esports fans to participate.
 Next, Sales promotion is also a good way to promote esport. These promotional tools
include promotions, which also contain various elements such as coupons, discounts, premiums,
and other tools. Promotional tools increase the number of eSports enthusiasts participating in
esport by attracting more eSports fans and offering different incentives. If the ad is about
"engaging in a fun esport," then the promotion is an "immediate increase in volume." So this can
also be seen as an effective promotional tool. Using this promotion tool to run promotions will
result in a quick response.

Last but not least, as for the use of public relations to promote esport, it is very different
from advertising because public relations will be more influential than these advertisements.
Therefore, public relations, including news stories, events, features, etc are considered more
authentic. Therefore, eSports fans also consider them more believable. But public relations
should not be used too much or should be treated as an afterthought. It would also be a more
efficient and economical way to use it if it could be combined with other elements of the
promotional mix. Then, no esport company can survive in isolation, as they need to continuously
interact with stakeholders of eSports enthusiasts. Finding ways to integrate marketing and public
relations functions in marketing public relations is a must. The direct responsibility of Marketing
Public Relations (MPR) is to support corporate and esport activities. MPR is an effective tool for
building awareness by generating stories in the media. Once the story gets out, MPR can build
credibility, create a sense of mystery between the two and increase positivity. Therefore, MPR is
also a more cost-effective tool than other promotions.

In general, it is very necessary to use effective promotion tools to promote esport, so that
more people can understand that esport not only brings fun and enjoyment to people, but also
benefits from it, making everyone's life easier. Adding joy can also keep up with the pace of the
times.

10.0 Process of collect donation

Charitable, religious and public service organizations receive donations from

corporations and individuals who wish to give back to the community in some way.
Relationships formed as a result of "donation," i.e. gift or sale, and the persons involved are
described in more detail to show how this concept can be grasped (such as altruistic relations or
strangers). Donating to a good cause can benefit both the individual and the organization. Giving
back to the community is a great way for businesses to improve their corporate culture while also
enhancing their public image. As a result, it is vital to point out that qualities of charity
organizations were found to be significant predictors of money giving. A person's decision to
donate money/goods might be influenced by the sort of organization and the cause it supports
(Okten & Weisbrod, 2000).

A person's decision to donate is positively influenced by the organization's mission and

trust in its leader and the influence of image and brand on the choice of a charitable organization
to which the individual would contribute money or commodities, according to Bowman (2006).
(Bekkers & Wiepking, 2011). According to Guy and Patton (1989), philanthropic organizations
must request financial contributions to achieve their objectives. They were careful to point out
that the efficacy of charity organizations in helping people is directly correlated to the quantity of
money they can raise. According to the authors, to attract new donors, charities should be able to
demonstrate their benevolent success through historical data.

Posters, a Google Form, and a website can all be used to promote the donation. Our
group prefers to gain and collect donations using posters. With a poster, our group will be able to
make an immediate impression on the people who see it. According to surveys, newspapers,
magazines, and posters are trusted sources of information. We can now use the poster as online
advertising and on social media to spread the word about it more widely. Posters, in particular,
have appeared frequently on the public platform, making them more trustworthy than other
forms of advertising. Posters are a potent tool for influencing the subconscious responses of the
audience. Using these techniques, we may elicit an emotional response from our target audience
and establish a direct line of communication with them. As a result, posters allow us to
communicate our message to a broad audience and gain a lot of public donations. We published
this poster on all social media platforms to gain more donations from new donors.
DONATION GOALS - SUPPORT CHILDREN WHO ARE SUFFERING FROM POVERTY,
DISASTERS & HEALTH PROBLEM

STRATEGY FOCUS: GROWTH TO ENGAGEMENT & RETENTION

FOCUS AREAS OBSTACLES TARGETS

DONOR ACQUISITION

1. Sponsorship 1. Budget limitations and cash flow 1. Increase average rates donor 20%

2. Advertising (online donation) 2. Historic budget allocations 2. Increase sociol media rates by 100%

3. Selling Merchandise 3. Inability in completion and its 3. Increase profit generating to 30%
accuracy

DONOR ENGAGEMENT

1. Build up a middle donor 1. Staff limitation to push hard 1. Increase the average giving per
program focused on raise donor donor 25%
2. Developement team turnover
2. Run peer-to-peer fundraising 2. Recruit 20 donors to peer-to-peer
3. Historically limited focus on
(P2P) campaigns on supporters fundraising
donor engagement
to fundraise.
3. Raise RM5000 trough new donor
3. Launch engagement virtual thank you virtual events
for thank you to donor

DONOR RETENTION
1. Segmenting communications 1. Limited technology that cause 1. Upgrade the information, statistics
frequently and effectively poor communication strategies and numbers to communicate with
donors
2. Launch a quarter donor 2. Competing new donor
survey acquisition typically gets priority 2. Reduce donor follow-up to less than
2 weeks
3. Update the impact every 3. Board doesn’t see this as top
month priority 3. Retain 80% donors

Conclusion
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