Esports fan identity toward sponsor–sponsee relationship: an understanding of the role-based identity

doi:10.1108/ijsms-02-2023-0030

Study

Innovation & MarketsRecentStrong effect

Esports Fan Identity Drives Sponsor Brand Engagement and Purchase Intent

Understanding the role-based identity of esports fans is crucial for sponsors to foster positive attitudes, word-of-mouth, and purchase intentions.

International Journal of Sports Marketing and Sponsorship · 2023

01

Key Findings

01Fans with high esports identification show strong attachment to events and positive word-of-mouth intentions.
02Fans with high brand identification exhibit positive attitudes towards event sponsors and purchase intentions.
03There is a reciprocal relationship between fan attachment to the event and the sponsor brand, enhancing identity formation.

02

Application

Design takeaway

Designers and marketers should prioritize understanding and integrating with the core identities and roles that esports fans adopt, rather than just placing logos on merchandise.

How to apply

When developing sponsorship campaigns for esports, consider co-creation opportunities with fan communities and influencers that resonate with their existing identities.

Project actions

01When researching a target audience, consider their 'role-based identity' – how they see themselves within a specific community or activity.
02Explore how this identity influences their perception of brands and products associated with that activity.

03

Method & Evidence

AimTo investigate how esports fan role-identity influences their relationship with sponsors and sponsees, and how this impacts behavioral intentions.

MethodQuantitative research using Confirmatory Factor Analysis (CFA) and Structural Equation Modeling (SEM).

ProcedureData was collected from esports fans attending a specific event. CFA was used to validate the measurement scales, and SEM was employed to test the hypothesized relationships between fan identity, sponsor identification, and behavioral intentions.

Sample356 participants

ContextEsports event sponsorship

Variables

IV["Esports fan role-identity","Brand identification"]

DV["Attachment to the event","Positive word-of-mouth intention","Positive attitude toward sponsor brand","Purchase intention"]

CV["Demographics of participants","Specific esports event attended"]

04

Strengths & Limitations

Strengths

+Employs robust statistical methods (CFA and SEM) for data analysis.
+Investigates a relevant and growing market (esports).

Limitations

The specific esports event and its sponsors might have unique characteristics that influence fan responses, making it hard to generalize findings to all esports contexts.

Reliability & validity

The use of CFA and SEM suggests a rigorous approach to establishing construct reliability and validity, and testing the proposed relationships. The sample size also contributes to statistical power.

Think critically

How might a brand that is perceived as 'inauthentic' or not aligned with the core values of esports culture negatively impact fan identity and, consequently, their own brand perception?

05

Design Principles

"Authentic brand integration with audience identity fosters stronger engagement and loyalty."

This research highlights that a fan's deep identification with esports events and teams directly influences their perception of and engagement with associated sponsors. By aligning with fan identity, brands can move beyond simple advertising to build genuine connections that translate into tangible business outcomes.

06

What This Means for Your Design

If fans really love esports, they'll like the event more and tell their friends. If they also like the sponsor's brand, they'll think positively about the sponsor and might buy their stuff.

How to use in your project

1.Use this research to justify focusing on audience identity in your user research phase, explaining how it will impact their engagement with your design.

07

Add to My Project

08

Quick Cite

(2023). Esports fan identity toward sponsor–sponsee relationship: an understanding of the role-based identity. International Journal of Sports Marketing and Sponsorship. https://doi.org/10.1108/ijsms-02-2023-0030 Retrieved from https://designdex.org/study/20fa7467-2ccb-4bc2-8da6-6d3eb24e7480/esports-fan-identity-drives-sponsor-brand-engagement-and-purchase-intent

Paragraph starter

This research highlights the significant impact of fan role-based identity on sponsor-sponsee relationships within the esports domain. Findings indicate that a strong identification with esports events leads to increased attachment and positive word-of-mouth, while a higher identification with a sponsor brand results in more favorable attitudes and purchase intentions. This suggests that for effective design and marketing strategies, it is crucial to understand and leverage the self-identity of the target audience to foster genuine connections and drive desired behaviors.

09

Source

International Journal of Sports Marketing and Sponsorship

Esports fan identity toward sponsor–sponsee relationship: an understanding of the role-based identity

journal · 2023

View source

Questions about this research

What does the research say about esports fan identity drives sponsor brand engagement and purchase intent?: Designers and marketers should prioritize understanding and integrating with the core identities and roles that esports fans adopt, rather than just placing logos on merchandise. Evidence: International Journal of Sports Marketing and Sponsorship (2023).
Why does "Esports Fan Identity Drives Sponsor Brand Engagement and Purchase Intent" matter for design?: This research highlights that a fan's deep identification with esports events and teams directly influences their perception of and engagement with associated sponsors. By aligning with fan identity, brands can move beyond simple advertising to build genuine connections that translate into tangible business outcomes.
How can designers apply this research?: Designers and marketers should prioritize understanding and integrating with the core identities and roles that esports fans adopt, rather than just placing logos on merchandise.
What were the main findings?: Fans with high esports identification show strong attachment to events and positive word-of-mouth intentions.. Fans with high brand identification exhibit positive attitudes towards event sponsors and purchase intentions.. There is a reciprocal relationship between fan attachment to the event and the sponsor brand, enhancing identity formation.
What research method was used?: Quantitative research using Confirmatory Factor Analysis (CFA) and Structural Equation Modeling (SEM). with 356 participants.
How strong is the evidence?: Evidence strength is rated Strong effect, based on a 2023 journal from International Journal of Sports Marketing and Sponsorship.
What should I do differently in my next project?: When developing sponsorship campaigns for esports, consider co-creation opportunities with fan communities and influencers that resonate with their existing identities.
What are the limitations?: Findings are specific to the context of the studied esports event and may not generalize to all esports sponsorships or fan demographics.
Is there evidence that fan identity affects design outcomes?: Esports fans who feel a strong connection to the sport and its events are more likely to speak positively about them and are more receptive to sponsors. When fans also identify with a sponsor brand, they develop a more favorable attitude and are more inclined to buy its products, creating a mutually beneficial relation Source: International Journal of Sports Marketing and Sponsorship (2023).
Where does this esports research apply?: Esports event sponsorship It sits within innovation & markets research on designdex.org.