eSport, short for electronic sport, represents highly competitive competitions in online video games. Competitions are held in arenas where spectators can follow the events either physically or virtually. In eSport competitions, teams of five professional players compete. The sudden and rapid growth of eSports has made this industry extremely attractive to large multinational companies. Due to the highly loyal, young audience that is the core of eSports, the past 10 years have seen an increasing entry of new companies into the industry, so-called non-endemic companies. The eSports industry, although it has 'sport' in its name, differs greatly from traditional sports industries like football, basketball, or baseball, and due to its specific audience, it is necessary to conduct a deeper and more thorough analysis of the industry and its stakeholders for companies to effectively conduct their marketing activities and ensure the fulfilment of their goals. The eSports industry has a specific economy and ecosystem, which require companies to devise specific strategies and steps to achieve better results. Also, the expectations of the audience are completely different from those in traditional sports, and it is necessary to shift from traditional models and channels of communication to digital ones. Due to the generally good acceptance of both endemic and non- endemic sponsors and companies, the aim is to examine the attitudes and perceptions of respondents from the Republic of Croatia who follow and consume eSports through a certain medium. The results of the research and empirical insights are intended to supplement the existing relevant marketing literature. The goal of the research is to examine and analyse the perceptions of eSports viewers in the Republic of Croatia and, through comparison with previously conducted research and professional literature, to understand the role of eSports sponsors in shaping the respondents' attitudes and willingness to purchase, and whether this method of promotion is effective.