Background:           In 2019, the esport industry is expected to become a billion-dollar

                                 industry. This new industry has presented rapid growth in recent times

                                 which has led to new organizations and companies being formed to

                                 capitalize on this opportunity. However, the creation of this new industry

                                 has presented a new area of consumption where transfer of pre-existing

                                 knowledge is not viable. This leads us to the question; how does one

                                 interact with this newly formed industry and its followers?

Purpose:                  The purpose of this thesis is to investigate how esport organizations

                                 interact with their brand communities and explore what they achieve

                                 through such interactions.

Method:                  Empirical data has been gathered from esport organizations that has one

                                 or several teams competing in their highest national league. The

                                 gathering of data was done through semi-structured interviews. The data

                                 was later analyzed using literature and conclusions were drawn from this.

Conclusion:             The evidence suggests that esport organizations puts more emphasis on

                                 online platforms and interactions than offline interactions when

                                 interacting with their brand communities. It was also found that esport

                                 organizations emphasize a feeling of inclusion and positivity which could

                                 act as an asset both in terms of expanding the reach of their brand

                                 community and attracting new sponsorships.