The Antecedents and Consequences of Sponsorship Image in E-Sports Sector

In recent years, e-sports has gained significant attention, particularly due to the benefits it brings to organizations through sponsorships in e-sports tournaments. Therefore, the objective of this study is to investigate the influence of consumer perceptions of sponsorship, including event factors, sponsorship factors, and sponsor factors, on the mediator variable of sponsorship image in order to explore consumer sponsorship response. The research employed a quantitative method with a sample size of 237, and data analysis was conducted using Smart PLS 3.0. The results indicate that attitude towards the sponsor, team identification, and sponsor-event fit positively impact sponsor image. Furthermore, sponsorship image has a positive effect on consumer's favorability responses and purchase intention. These findings have important implications for e-sports managers and sponsors in enhancing sponsor image during their involvement in e-sports events and tournaments.