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In less than 10 years, esports have turned into a global phenomenon with a large following that rivals the audience size of popular established sports. This has resulted in a massive influx of esports sponsors. However, because it appeared and evolved so rapidly, sponsors have no idea of what esports really are nor of what risks they may face. Ergo, this research aimed to determine what issues are being caused by the infancy of the esports industry that is threatening sponsors. Hence, this exploratory research used a convergent-parallel mixed method with equal status. Empirical data was obtained through interviews with 22 experts in esports sponsoring and the application of a survey to 5,638 esports fans. Quantitative data was analysed with SPSS 25 and qualitative data with NVIVO 10. The results showed that the majority of experts considered that the problems associated with the infancy of the esports industry are a risk to esports sponsors and almost all esports fans reckon that the competitive gaming market has infancy-related issues to solve. Esports are not like general sports, so sponsors must holistically study this industry to mitigate the dangers of suffering from the problems of this new and unknown market.

This research aimed to identify how esports sponsorships affect the sponsors’ brand image. An exploratory focus was adopted along with a convergent-parallel mixed method with equal status. Twenty-two experts in esports sponsorships were interviewed and 5,638 esports fans were surveyed. Quantitative data was processed on SPSS 25 and qualitative data on NVivo 10. The two data sets were analysed separately from one another, but the results were interpreted together and given the same level of importance. The results showed that all experts believe that sponsoring esports can positively affect the sponsors’ brand image and roughly one-third of fans perceive more positively a small number of brands as a result of them sponsoring esports. This image improvement is, however, dependent on multiple variables, including activation strategy, brand type, and target audience. The findings are relevant for academics and companies looking to better understand the brand image effects of sponsoring esports.

This paper aimed to determine what types of relevant-added value esports fans most want sponsors to bring to them and to the competitive gaming industry. A review of the literature permitted the development of a conceptual model which was subsequently improved by analysing empirical data. A quantitative exploratory research was conducted on 1,359 esports fans who were sampled through a non-probability purposive heterogeneous method. Data was collected through a closed-ended online structured survey. The data showed that two of the three most wanted means for bringing relevant-added value are by directly helping the esports industry rather than focusing on the fans. Specifically, supporting the tournaments and pro-players and promoting good practice and integrity were highly valued. Most brands are still unaware of how to conduct effective esports sponsorships. By being one of the first studies in this area, this research provides brands with useful guidelines for developing sustainable esports sponsorships.

In less than 10 years, esports have turned into a global phenomenon with a large following that rivals the audience size of popular established sports. This has resulted in a massive influx of esports sponsors. However, because it appeared and evolved so rapidly, sponsors have no idea of what esports really are nor of what risks they may face. Ergo, this research aimed to determine what issues are being caused by the infancy of the esports industry that is threatening sponsors. Hence, this exploratory research used a convergent-parallel mixed method with equal status. Empirical data was obtained through interviews with 22 experts in esports sponsoring and the application of a survey to 5,638 esports fans. Quantitative data was analysed with SPSS 25 and qualitative data with NVIVO 10. The results showed that the majority of experts considered that the problems associated with the infancy of the esports industry are a risk to esports sponsors and almost all esports fans reckon that the competitive gaming market has infancy-related issues to solve. Esports are not like general sports, so sponsors must holistically study this industry to mitigate the dangers of suffering from the problems of this new and unknown market. [ABSTRACT FROM AUTHOR]

Both esports sponsors and academia are not aware of how disreputable behavior in the esports scene can negatively affect their brands. Hence, this research aimed at identifying which types of disreputable behavior in competitive gaming present the biggest threats to esports sponsors. In this quantitative and exploratory research, a nonprobability, purposive, and heterogeneous sampling method was employed to gather a sample of 1,592 esports fans who filled a closed-ended online survey. Results showed that illegal and unregulated gambling was a high-risk threat to esports sponsors; toxic behavior, match-fixing, and cheating were labeled as medium-risk threats; and sexism, cyberattacks, and doping were found to be low-risk threats. Besides being one of the first studies on esports sponsorships, which serves as a basis for future research in this market, the findings contribute to the sustainability of the esports industry and its sponsors. Managerial implications are also discussed. [ABSTRACT FROM AUTHOR]

The purpose of this research was to identify the elements that facilitate or lead brands to acquire an improved brand image as a result of sponsoring esports. A conceptual framework was created and then improved by empirical data. This exploratory and quantitative research analysed 1,611 esports fans who were sampled through a non-probability purposive heterogeneous method. Empirical data was gathered through an online and closed-ended survey. Data showed that esports sponsorships provide seven main elements that benefit the sponsors' brand image. The field of esports sponsorships has been largely ignored by academia. Hence, this research provides the first step in better understanding the benefits of sponsoring esports and creates a foundation for future studies to base themselves on. Knowing the main brand image-related benefits of sponsoring esports will promote the confidence of brands that are still reluctant about entering this new market. [ABSTRACT FROM AUTHOR]

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