Exploring Sponsor Integration and Networks in an Esports Competition: The Case of EA Sports’ FIFA 23 Global Series

Abstract

The creation of esports competitions by traditional sports properties has been a significant contributor to the growth and commercial success of the esports industry. Component to this success has been the verisimilitude of esports games to their sporting counterparts. This research examines a unique context of this gaming realism, exploring the extent to which sponsors of traditional football leagues extend their partnerships to that organization’s esports competition. Taking a network analysis approach, the study collated all sponsors of 22 participating leagues and federations in EA Sports’ FIFA 23 Global Series and conducted a two-stage analysis of the network created. The study’s findings suggest that little integration exists between league sponsors and their esports counterparts, with minimal centrality and interaction present in the sponsor network. These findings advance our understanding of esports sponsorship and provide new insight into the sponsorship applications of networks.