Sponsor effectiveness and its impact on League of Legends fan buying attitude

Abstract

Introduction: The Brazilian League of Legends Championship is currently one of the main competitive tournaments in the eSports scene. For companies, being present in this niche expands a wide window of visibility for the sponsoring brands, so it is at this moment that they expose their products or services, and it is important to analyze the sponsor's effectiveness in the purchase attitude. Objective: To analyze the effectiveness of sports sponsorships in the League of Legends environment in Brazil and its influence on the purchasing attitude of sports consumers. Methodology: It is characterized as a quantitative approach. Composed of 215 fans, who watched at least one CBLOL game, in the 2021 and 2022 seasons, and who are at least 18 years old. An adapted instrument was used that seeks to analyze the sponsor's effectiveness in the purchase attitude. The collection took place online during the years 2021 and 2022. Results and Discussion: According to the sociodemographic profile of the sample, most were men, young people, with complete high school and employed. All dimensions were positively evaluated, which leads to a good effectiveness of brand sponsorship strategies. According to the global model, the results of the analysis showed a valence of 64% in the variation of purchase intentions. Thus, it is important that brands have strategies to be remembered by fans, because it is through this action that the buying attitude will occur. Conclusion: The dimensions analyzed here determined the effectiveness of sponsorship, which positively influences the purchasing attitude of League of Legends fans in relation to the products and services of the sponsoring brands.