Gupta, Dishant; Sharma, Harsh; Gupta, Manali - In: International Journal of Sports Marketing and Sponsorship 23 (2021) 3, pp. 645-664
Purpose: Esports has been emerging as a multi-billion dollar industry by attracting players, viewers, advertisers and investors across the globe. Even though there are plenty of professional titles present, only a few have been considered mainstream due to lack of formal governance mechanisms,...