Gender Dynamics in Esports Fan: Exploring Sponsorship Perception in Mobile Legends Professional League (MPL)

Abstract

This research investigates the effects of gender dynamics on fan engagement and perceptions within Mobile Legends Professional League (MPL) sponsorships. Specifically in exploring the factors that influence fans' attitudes, engagement and consumption behaviors. The results reveal significant gender-based disparities in perceptions and interactions with MPL sponsors, with male and female fans exhibiting distinct attitudes, particularly within the fan community associated with MPL-sponsored brands. Notably, a distinct correlation between fan engagement and consumption subsequent behaviors underscores the importance of gender-specific marketing strategies in the Esports landscape. This research contributes to understanding sports sponsorship in the digital age, emphasizing the need for tailored marketing approaches that accommodate gender dynamics in Esports. The insights gathered are crucial for developing effective sponsorship strategies that resonate authentically with diverse fan groups, ultimately enhancing the impact and reach of Esports sponsorships..