Effect of eSport sponsorship on brands: an empirical study

eSports, understood as video game competitions in which consumers, businesses, and other stakeholders are involved through multiple interactions, has experienced unprecedented growth in recent years. The mainreason for this worldwide growth is the increased access to both technology and elite competitions on the part of a large part of the population.

The importance of eSports in the field of sports sponsorship has grown in recent years. One of the reasons for this boom is that eSports now reach a huge part of the population, especially youth, who take part in it and view it through the different social networks.

The article that we present today, talks about this topic, which is written by Amal Elasri Ejjaberi, member of Management & e-Learning (MeL) research group togheter with Sergio Rodríguez Rodríguez and Pilar Aparicio Chueca. The article was published in Journal of Physical Education and Sport in 2020.

Objectives and Methodology

The objective of this paper is to investigate the effect that eSport sponsorship has on the health of a brand sponsoring a competition. The field work was carried out by means of a questionnaire distributed among the Internet population, differentiating between children in the age bracket 8 and 14 years and youth between 15 and 25 years, with a total of 1,619 responses.

Results and conclusions

The results of the study indicate that sponsoring an eSports league has a positive impact on the sponsoring brand at multiple levels. Participants who were aware of the eSports competition showed stronger brand funnel metrics, including better brand knowledge, increased product trials, and higher brand loyalty compared to those unaware of the competition. Additionally, the image of the brand was reinforced among those familiar with the sponsored eSports competition, indicating a positive return on investment in sponsorship within the eSports industry.

Furthermore, the study found that maximum brand awareness and advertising awareness were achieved when the brand implemented a TV-based communication campaign, even though TV consumption among the target audience was below average. This suggests that TV advertising can enhance brand results, highlighting the importance of multi-channel marketing strategies in reaching diverse consumer segments.

In conclusion, the research demonstrates the positive effects of eSport sponsorship on brand health and consumer perception. By engaging with eSports audiences, brands can strengthen their brand image, increase brand awareness, and drive consumer engagement. These findings provide valuable insights for marketers seeking to leverage eSports sponsorship as a strategic marketing tool to connect with younger audiences and enhance brand visibility in a rapidly evolving digital landscape.

Consult the study

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