Esport sponsorship: Practitioners’ perspectives on emerging trends

David J. Finch, Gashaw Abeza, Norm O’Reilly and Anthony Mikkelson
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David J. Finch: Bissett School of Business, Mount Royal University
Gashaw Abeza: Department of Kinesiology - Sport Management, Towson University, USA
Norm O’Reilly: Institute for Sport Business & Leadership, Gordon S. Lang School of Business and Economics, University of Guelph, Macdonald Hall
Anthony Mikkelson: Bissett School of Business, Mount Royal University

Journal of Brand Strategy, 2020, vol. 9, issue 1, 59-74

Abstract: This paper aims to explore emerging trends in Esport sponsorship from the perspective of the industry’s practitioners. A series of expert interviews were conducted with two expert groups in the Simulated Professional Sports (SPS) genre of the Esport industry: property executive and sponsorship executives. Findings outline six emerging trends in Esport sponsorship: the generational challenge, the SPS community’s bond, converging SPS digital assets and sponsorship, authenticity and SPS sponsorship, endemic and non-endemic sponsorship, and the potential of Esport athletes. Theoretical and practical implications as well as suggestions for future research are provided.

Keywords: video gaming; electronic sports; simulated professional sports; Twitch; League of Legends (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2020
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Citations: View citations in EconPapers (1)

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Persistent link: https://EconPapers.repec.org/RePEc:aza:jbs000:y:2020:v:9:i:1:p:59-74

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