Sponsorship in Esports

Citation

Kim S (2025) Sponsorship in Esports. In: Hong HJ & Kim S (eds.) Exploring Esports. London: Routledge, pp. 159-178. https://doi.org/10.4324/9781032665504-11

Abstract
The significance of sponsorship in esports continues to grow alongside the industry’s exponential expansion. Recent data from Mastercard illustrates this growth trajectory, with global esports spending increasing by 7.5% in early 2024, following a robust 10.4% growth in 2023. Emerging markets demonstrate particularly strong momentum, with Brazil experiencing a 21.2% increase, followed by Mexico at 17.7%. These figures show the increasing attractiveness of esports as a sponsorship. To understand the effectiveness of sponsorship, we must understand the psychological mechanisms that drive consumer behaviour. Research consistently indicates that purchase decisions largely occur at an unconscious level. Zaltman suggests that approximately 95% of purchase decisions stem from unconscious processes rather than deliberate consideration. This understanding is further developed by Lindstrom, who demonstrates how environmental cues such as sounds and visual elements influence purchasing behaviour subconsciously. Kahneman reinforces this perspective, highlighting how consumers often make rapid, intuitive decisions rather than engaging in systematic evaluation. This chapter examines key psychological theories that underpin effective sponsorship in esports, including self-congruity theory. Through this theoretical lens, we will understand how successful sponsorships create meaningful connections with audiences, ultimately driving both brand value and industry growth.