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Personal interest in e-sports is the biggest influence on support for the Olympic Esports Games (OEG) among the Innsbruck population.
Younger respondents and people with tourism-related income are more likely to support the event, while approval among women is lower.
In contrast to traditional Olympic Games, trust in the local government or the IOC does not play a significant role in the acceptance of this new digital format.
Residents who already have a positive attitude towards traditional Winter Olympics show a significantly higher willingness to support the OEGs.
Summary of this study
Public support for Olympic events has faced significant challenges in recent years. The Olympic E-Sport Games (OEG) can be seen as the International Olympic Committee's (IOC) strategic response to these problems, with the aim of appealing to a younger audience and adapting to the digitalization of sport. Drawing on social exchange theory and legitimacy theory, this study examines support for the OEG in Innsbruck (Austria) - a former Winter Olympic Games host city - and analyzes how demographics, trust in institutions, and attitudes towards traditional Winter Games are related to endorsement of this format.
An on-site survey (n = 645) was conducted in Innsbruck between November and December 2024. Regression models were used to analyze the influence of characteristics such as interest in e-sports, tourism-related income, trust in the government/the IOC and general support for the Winter Olympics on the acceptance of the OEG.
Personal interest in e-sports proved to be the most consistent factor for support of the OEG. In addition, younger age and tourism-related income correlated with higher levels of support, while women expressed slightly lower levels of support than men.
The results suggest that OEGs can help the IOC reach a younger, e-sports-savvy audience and explore more flexible event formats. Support is strongly influenced by demographic factors and the perceived recognition of e-sports, underlining the importance of inclusive communication. As empirical research on Olympic e-sports is still in its infancy, this study provides valuable insights for the future development of this area.
Key findings of this study
Personal interest as the main factor: Interest in e-sports is the strongest and most consistent factor for supporting the Olympic Esports Games (OEG). Interested people are 40-50% more likely to be in favor of hosting an event.
Demographic differences: Younger respondents under the age of 26 and people with tourism-related income show a significantly higher level of support, while support among women is lower overall.
Low importance of institutional trust: In contrast to traditional Olympic bids, trust in the local government or the IOC does not play a significant role in the acceptance of this new digital format.
Connection with traditional Olympic Games: Local residents who already have a positive attitude towards traditional Olympic Winter Games show a significantly higher willingness to support the Olympic Esports Games as well.