Global pandemic compels sport to move to esports : understanding from brand extension perspective
Research output: Journal Publications and Reviews › RGC 21 - Publication in refereed journal › peer-review
Author(s)
Related Research Unit(s)
Detail(s)
| Original language | English |
|---|---|
| Pages (from-to) | 152–157 |
| Journal / Publication | Managing Sport and Leisure |
| Volume | 27 |
| Issue number | 1-2 |
| Online published | 15 Jul 2020 |
| Publication status | Published - 2022 |
Link(s)
Abstract
The COVID-19 outbreak leads to the sudden lockdown of sports businesses across the world. Due to the difficulty of generating sports content as usual amid the global pandemic, some sports organizations around the world, resort to esports. Concretely, sports organizations let their professional athletes compete virtually in video games to produce competitive entertainment for the audience. Such “mixed” competitive entertainment attracts a high spectatorship and significant social media attention. This commentary seeks to provide a research-based explanation of the phenomenon and predict future developments.
Research Area(s)
- brand extension, esports, Global pandemic, sports
Citation Format(s)
Global pandemic compels sport to move to esports: understanding from brand extension perspective. / Ke, Xiaobo; Wagner, Christian.
In: Managing Sport and Leisure, Vol. 27, No. 1-2, 2022, p. 152–157.
In: Managing Sport and Leisure, Vol. 27, No. 1-2, 2022, p. 152–157.
Research output: Journal Publications and Reviews › RGC 21 - Publication in refereed journal › peer-review
