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It has always been interesting for scientists to look at economic indicators in order to explain current economic developments and to forecast a boom or a recession. In addition to classic, hard economic indicators such as the Gross National Product or the Ifo index, there are also a number of psychological and soft indicators that economists consult. The lipstick effect is one of these psychological indicators. The paper introduces the lipstick effect, explains the causes behind the phenomenon, shows the connection to brand management and provides references to the current Corona pandemic.
For some time now, eSports has complemented the portfolio of many sponsors in sports. Though partnerships with important organizations, brands are gaining a foothold in the eSports landscape. While the communication work with media and fans in the framework of conventional sports has been tried and tested for many years, Public Relations (PR) in eSports is new for companies. The paper examines the requirements of PR in eSports. These are identified by analyzing a quantitative survey among eSports fans. The results prove the existance of significant differences in the requirements of successful PR in eSports. The differences are mainly based on the different target groups and their media usage behavoir. Classic formats such as TV or print are ignored by eSport fans. This influences the choice of media partners for sponsors. Successful PR in eSports requires patience and long-term planning. It is important to maintain a close exchange with partners in order to jointly design attractive formats for media and their consumers.