Sponsorship image and value creation in E-sports

E-sports games can drive the sports industry forward and sponsorship is best way to engage consumers of this new sport. The purpose study examine effect image consumer participation in co-creation consumption activities on fans’ response (represented by variables interest, purchase intention word mouth) e-sports. Four antecedent build (i.e., ubiquity sport, sincerity sponsor, attitude sponsor team identification). A quantitative approach used for purposes study. Some 445 questionnaires were filled fans who watch e-sports Spain; these are analyzed using partial least squares structural equation modeling (PLS-SEM). outcomes show that antecedents crucial factors if a wants change their influence response, it also possible use improve responses.