Global pandemic compels sport to move to esports : understanding from brand extension perspective

Research output: Journal Publications and Reviews (RGC: 21, 22, 62)21_Publication in refereed journalpeer-review

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Original languageEnglish
Journal / PublicationManaging Sport and Leisure
Online published15 Jul 2020
Publication statusOnline published - 15 Jul 2020


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

Bibliographic Note

Information for this record is supplemented by the author(s) concerned.