Mapping sponsorship portfolios in esports: implied strategic continuity and diversification in the league of legends pro league
These findings suggest that clubs should prioritize a core set of enduring sponsors while expanding into diverse categories to reduce revenue volatility, strengthen bargaining power, and enhance resilience to market shocks. The study provides a replicable framework for evaluating sponsorship continuity and diversification, supporting evidence-based decision-making in esports managerial practice.
Authors
- Siyuan Zhao (ORCID: https://orcid.org/0000-0001-9756-4838)
- Agudamu Agudamu
- Yang Zhang (ORCID: https://orcid.org/0000-0001-9290-5891)
- Pengyu Zhu
Institutions
- Macau University of Science and Technology (MO)
- Hunan Normal University (CN)
- American Society for Neurochemistry (US)
- Changsha Normal University (CN)
- Sungkyunkwan University (KR)
Publication Details
- Journal
- Frontiers in Sports and Active Living
- Published
- 2025-10-02
- DOI
- https://doi.org/10.3389/fspor.2025.1601238
- Citations
- 1
- Primary Topic
- Digital Games and Media
- Type
- article
- Field-Weighted Citation Impact
- 4.20