The Threat of Disreputable Behaviour for Esports Sponsors

Abstract

This research aimed to determine if disreputable behaviour in esports is a threat to its sponsors. An exploratory design and a convergent-parallel mixed method with equal status were used. Esports sponsorship experts (N = 22) were interviewed via digital platforms and esports fans (N = 5,638) filled an online survey. Qualitative data was processed on NVivo 10 and quantitative on SPSS 25. The results showed that most experts consider disreputable behaviour as a threat to esports sponsors and roughly one-third of fans have developed negative feelings towards esports sponsors due to disreputable behaviour. The most brand-image threatening types of behaviours are corruption, illegal and unregulated gambling, and toxicity. Despite esports’ rapid growth, the field of esports sponsorships has received poor academic attention. Moreover, the findings are relevant for existing and potential sponsors wishing to understand how esports’ disreputable behaviour can damage their brands and how to proactively avoid this threat.

Paradoxical relationship between esports toxicity and toxicity tolerance: moderated mediation by gender and positive reappraisal coping

“…Prior research in online gaming and esports has primarily focused on the basic understanding of toxicity (e.g. motivation, consequences and victimization; Freitas et al, 2021;Kwak et al, 2015;Shen et al, 2020). There is a lack of studies illuminating the potential coping mechanisms that IJSMS 24,4 may help to mitigate the toxicity issue and encourage engagement in online gaming communities.…”

“…Prior research in online gaming and esports has primarily focused on the basic understanding of toxicity (e.g. motivation, consequences and victimization; Freitas et al. , 2021; Kwak et al.…”

“…Shen et al, 2020), the "how" of toxicity damaging game experiences (e.g. Freitas et al, 2021), as well as gender-based differences in toxicity experience and withdraw behaviors (e.g. Darvin et al, 2021).…”