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Sponsorship image and value creation in E-sports

Author

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  • Cuesta-Valiño, Pedro
  • Gutiérrez-Rodríguez, Pablo
  • Loranca-Valle, Cristina

Abstract

E-sports games can drive the sports industry forward and sponsorship is the best way to engage consumers of this new sport. The purpose of this study is to examine the effect of sponsorship image and consumer participation in co-creation consumption activities on fans’ sponsorship response (represented by the variables interest, purchase intention and word of mouth) in e-sports. Four antecedent variables build sponsorship image (i.e., ubiquity of sport, sincerity of sponsor, attitude to sponsor and team identification). A quantitative approach is used for the purposes of this study. Some 445 questionnaires were filled in by fans who watch e-sports in Spain; these are analyzed using partial least squares structural equation modeling (PLS-SEM). The outcomes show that sponsor antecedents are crucial factors if a sponsor wants to change their sponsorship image and influence sponsorship response, and that it is also possible to use participation to improve responses.

Suggested Citation

  • Cuesta-Valiño, Pedro & Gutiérrez-Rodríguez, Pablo & Loranca-Valle, Cristina, 2022. "Sponsorship image and value creation in E-sports," Journal of Business Research, Elsevier, vol. 145(C), pages 198-209.
    • Handle: RePEc:eee:jbrese:v:145:y:2022:i:c:p:198-209
    DOI: 10.1016/j.jbusres.2022.02.084
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    2. Tien-Chin Wang & Tsai-Yun Huang & Chien-Hui Lee, 2023. "Exploring the Preference of Corporations for Sponsorship Motives and the Impact of Sponsorship Motives on Sponsoring Intention in Post-Epidemic Era: Using Two Different Approaches—FPR and SEM," Sustainability, MDPI, vol. 15(10), pages 1-22, May.
    3. Allal-Chérif, Oihab & Guaita-Martínez, José Manuel & Montesinos Sansaloni, Eduard, 2024. "Sustainable esports entrepreneurs in emerging countries: Audacity, resourcefulness, innovation, transmission, and resilience in adversity," Journal of Business Research, Elsevier, vol. 171(C).
    4. Tapas Ranjan Moharana & Debashree Roy & Garima Saxena, 2023. "Brand sponsorship effectiveness: how self-congruity, event attachment, and subjective event knowledge matters to sponsor brands," Journal of Brand Management, Palgrave Macmillan, vol. 30(5), pages 432-448, September.

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