Next generation sport fandom : interrogating the complexities and opportunities of esports and digital fan engagement in the Australian context

Abstract

Against a backdrop of changing sport fan needs and wants, sport managers and marketers are finding novel ways to attract and retain sport fans. At unprecedented levels, fans are embracing technology as a sport consumption enabler and many Australian sport leagues and teams are on the back foot. One such technological development and the focus of the present research is esports. This research explores the challenges and opportunities associated with this phenomenon to understand how Australian leagues and teams can use esports to acquire, engage, and retain fans. Drawing on a qualitative methodology, which involved interviews with 13 Australian sport managers and marketers, and applying marketing myopia as a theoretical framework, the research found that while recognising the changing environment and having existing knowledge, Australian sport administrations were reactive rather than proactive to matters of technology integration. A lack of infrastructure, inactivity on varied social media platforms/streaming services, and a disregard for esports' potential has and continues to impact growth and has left Australian sport organisations vulnerable to external shocks, such as the COVID-19 sport hiatus. While amplifying weaknesses in their current business model, Australian sport appears to be at a crossroads. With international uptake of esports being swift, bringing significant commercial returns, many Australian administrators still remain sceptical and focused on existing strategies and practices. Athletes themselves are realising the commercial advantages digital platforms and esports represent but administrators remain wrapped up in the idea that esports is a competitor to the traditional sport product. The strategic advantages to be realised largely remain untapped. The findings of this thesis can assist leagues/teams to understand how they can improve and diversify their current digital approaches to attract, engage, and strengthen fandom, especially amongst the youth. Attracting millennials using a familiar communication channel is both practical and feasible and could become significant for sport's survival. Due to conversations with practitioners from varying sport organisations, this study has advanced the level of knowledge regarding esports' ability as a marketing tool and how to commercialise novel opportunities in the technological age.

Date of Award	2022
Original language	English