The effectiveness of esports sponsorship: the case of Betclic apogee esports

Abstract

Esports has become a burgeoning industry in recent years, attracting diverse sponsorships. However, the literature offers limited insight into its effectiveness in enhancing brand association and driving sales. Therefore, the primary objective of this research is to investigate the impact of esports sponsorships on consumers’ brand association and their likelihood to purchase a sponsor’s product, through the case of Betclic Apogee Esports. To achieve this, data were collected from questionnaire responses. The results revealed that sponsor attitude, ubiquity, and sponsor-sponsee fit were found to positively influence both brand association and purchase intent.