Content analysis of food and beverage marketing in global esports: sponsorships of the premier events, leagues, teams and players.

ABSTRACT:

Background

Food marketing has been implicated as a driving force of the obesity epidemic. Electronic sports, or 'esports', garners billions of viewership hours and is a consolidation of two major marketing outlets, online social media and sporting events, making it a focal point for food marketers and policy-makers.

Methods

The top 10 esports events and leagues were identified using data scraped between 1 January 2021 and 15 December 2021. The 10 teams within each league (90 total teams) and up to 10 players from each team (451 total players) were identified. Of the top 10 events and leagues, 6 events and 2 leagues were held or located outside the USA, reflecting the global popularity of esports. Food and beverage brands associated with each event, league, team or player wer

SUBMITTER: Long JW 

PROVIDER: S-EPMC11812787 | biostudies-literature | 2024 Jun

REPOSITORIES: biostudies-literature