Brinca, PedroFrahm, Julius2023-12-152023-01-262023-01-26http://hdl.handle.net/10362/161312Due to a rapidly growing esports scene, new business opportunities are emerging. Using the example of AMF1, this work addresses a research gap concerning esports market structure and diverse business opportunities for non-endemic companies. Hence, academic literature and market research are methodically assessed using Porter's Five Forces and a competitive land scape analysis. A developed esports ecosystem provides a basis to develop potential business opportunities. Analyzing the stakeholders of the ecosystem and trends, various business opportunities for AMF1 are identified. These are categorized into three commercial commitment levels. Most suitable initiatives for AMF1 are evaluated and demonstrated in a six-year roadmap.engAston Martin Formula 1 TeamEsportsEcosystemMarket characteristicsPorter’s Five ForcesTrendsBusiness opportunitiesSWOTRoadmapmaster thesis203317807