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

被引：40
|
作者：
Ke, Xiaobo [1 ]
Wagner, Christian [1 ]
机构：
[1] City Univ Hong Kong, Sch Creat Media, Hong Kong, Peoples R China
来源：
MANAGING SPORT AND LEISURE | 2022年 / 27卷 / 1-2期
关键词：
Global pandemic; sports; brand extension; esports;
D O I：
10.1080/23750472.2020.1792801
中图分类号：
C93 [管理学];
学科分类号：
12 ; 1201 ; 1202 ; 120202 ;
摘要：
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.
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页码：146 / 151
页数：6
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