Negotiating sexuality, identity and marketplace culture: a case study on Gen Z’s interpretations of Durex’s esports sponsorship in China

Purpose This study aims to examine how controversial sponsorships are received in culturally conservative markets by exploring Chinese Gen Z esports fans’ reactions to Durex’s partnership with the League of Legends Pro League. It investigates how brand messages related to sexuality intersect with youth identity, marketplace culture and social values. Design/methodology/approach A qualitative case study approach was adopted. In total, 14 Gen Z esports fans who had viewed the Durex campaign were interviewed using a semi-structured guide informed by consumer culture theory. A thematic analysis was used to interpret how participants negotiated identity, meaning and cultural fit in response to the sponsorship. Findings While the campaign generated substantial online visibility and discussion, many participants perceived it as culturally inappropriate or embarrassing. Esports fans valued personal identity and shared a distinctive community culture. Although Gen Z consumers appeared more open-minded, traditional cultural conservatism continued to influence how they interpreted and evaluated the sponsorship content. Research limitations/implications This study is limited by its qualitative design and reliance on a purposive sample of Chinese Gen Z esports viewers, which may restrict generalisability. The cultural specificity of the findings limits their transferability beyond similar socio-cultural contexts. Practical implications For sensitive brands, effective sponsorship should emphasise corporate social responsibility and cultural sensitivity, aligning brand narratives with community values to foster trust and reduce potential backlash. Originality/value This study extends sport sponsorship research into esports by examining audience responses to sensitive branding in a non-Western context. It shows how cultural alignment, fan identity and community norms shape sponsorship outcomes in youth-driven digital environments.