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Esport sponsorship: Practitioners’ perspectives on emerging trends

Author

Listed:
  • Finch, David J.

    (Bissett School of Business, Mount Royal University)

  • Abeza, Gashaw

    (Department of Kinesiology - Sport Management, Towson University, USA)

  • O’Reilly, Norm

    (Institute for Sport Business & Leadership, Gordon S. Lang School of Business and Economics, University of Guelph, Macdonald Hall)

  • Mikkelson, Anthony

    (Bissett School of Business, Mount Royal University)

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.

Suggested Citation

  • Finch, David J. & Abeza, Gashaw & O’Reilly, Norm & Mikkelson, Anthony, 2020. "Esport sponsorship: Practitioners’ perspectives on emerging trends," Journal of Brand Strategy, Henry Stewart Publications, vol. 9(1), pages 59-74, June.
    • Handle: RePEc:aza:jbs000:y:2020:v:9:i:1:p:59-74
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    More about this item

    Keywords

    video gaming; electronic sports; simulated professional sports; Twitch; League of Legends;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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