Purpose: By examining the causal relationship of the e-sports club title sponsorship s brand asset on the cus-tomer’s attitude, loyalty, and intention of use, this study seeks to provide the basic data for the revitalization between corporate sponsors and the e-sports industry and their corporate marketing strategies. Method: In this study, SPSS 26.0, frequency analysis, exploratory factor analysis, reliability analysis, correla-tion analysis, and multiple regression analysis were performed with a focus on a total of 481 copies of ques-tionnaires. Results: First, it turned out the generations M through Z enjoy e-sports according to demographic character-istics, and as the female population is growing, a strategy to enhance the brand image of the companies tar-geting those in their 20s and 30s is necessary. Second, as a result of examining the effect on brand asset and customer s attitude, it has had a significant effect in the sequence of brand awareness and brand image. Third, as a result of examining the effect on brand assets and customer loyalty, it turned out in the sequence of brand image and brand awareness. Fourth, as a result of examining the effects on brand asset and the consumer’s intention of use, it turned out that brand image and brand awareness have had a significant effect in their se-quence. Fifth, the company s customer s attitude turned out to have a significant effect on customer’s intention of use. Sixth, the company s customer s loyalty turned out to have a significant effect on the customer’s inten-tion of use. Conclusion: Examining such results, the title sponsorship of e-sports club made by a company is a very effec-tive cooperative activity since it can enhance all of the company s brand assets, customer s attitude, customer s loyalty, and consumer’s intention of use. It is hoped that there will be more such cooperative activities in the future to help promote the development of both the companies and e-sports of China.
2. Research Method
3. Data Processing Method
4. Research Results and Discussion
5. Conclusion and Recommendation