Sustainability in esport teams: exploring the role of team identification and regional franchise system on fan behavior

Purpose Sustainable business models for esport teams are important, but applying traditional sport models has failed due to insufficient focus on esport fans. This study aims to examine fan attitudes and behaviors after implementing a regional franchise system. Specifically, it explores the role of attitudes toward the host city as a mediator between team identification and key fan behaviors, helping to understand how sustainable teams can be created. Design/methodology/approach Korean esport fans of T1 participated in a survey (n = 598). Structural equation modeling was used with MPlus 7.0 to test the hypothesized relationships between team identification, attitudes toward the host city and various behavioral intentions. Both direct and indirect effects were assessed with a focus on understanding the mediating role of host city attitudes. Findings Attitudes toward the host city significantly mediate the relationship between team identification and behavioral intentions. Team identification had a strong direct effect, with indirect effects via host city attitudes, indicating mediation. Practical implications The results offer insight for esport organizations seeking to enhance fan engagement. By cultivating positive attitudes toward both the team and the host city, esport organizations can increase event attendance at host city, number of online viewers and word-of-mouth behaviors for both the team and the host city among fans, emphasizing the importance of associations between sports teams and host cities. Originality/value This study fills the research gaps in understanding how regional affiliation can impact team identification and attitudes toward the home city leading to positive indicators for esport teams’ sustainability, emphasizing the importance of regional ties for local fan engagement.