Navigating the ‘wild west’: governance challenges and solutions in (un)healthy esports sponsorship

Hutchinson, Matthew ORCID: https://orcid.org/0009-0005-5179-7237, Peng, Qi ORCID: https://orcid.org/0000-0002-8730-4458 and Gillooly, Leah ORCID: https://orcid.org/0000-0002-1320-2803 (2024) Navigating the ‘wild west’: governance challenges and solutions in (un)healthy esports sponsorship. International Journal of Sport Policy and Politics. pp. 1-17. ISSN 1940-6940

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Abstract

Esports sponsorship lacks an overarching governance framework, particularly regarding the involvement of unhealthy brands. Building on previous literature on sport governance, this study aims to identify the governance challenges presented by unhealthy brands in esports sponsorship and explore how esports sponsorship might best be governed. Drawing on semi-structured interviews with UK-based esports players (n = 11) and fans (n = 10), this study offers original insights into esports sponsorship governance, revealing a thin and ‘wild west’ governance landscape, characterised by a vulnerable financial structure, imbalanced power nexus and a lack of stakeholder representation. Findings highlight that despite concerns about the involvement of unhealthy brands, key stakeholders such as players and fans feel somewhat powerless to influence sponsorship decision-making due to the overreliance of esports on sponsorship revenue. In response, an integrated governance model comprising a multistakeholder approach and individual responsibilisation is proposed to address the challenges. Within such a model, individuals have responsibility for their own consumption choices, but this should be supported by education around healthy consumption of sponsor products and services. Another key feature of this proposed governance model is the representation of all key stakeholders within the sponsorship decision-making process. Consequently, policy makers are recommended to not bluntly remove or ban certain esports sponsorships but learn to trust and empower individuals to make responsible decisions, alongside introducing education initiatives to ensure that sufficient knowledge is provided for informed and guided choices.