Purpose – This study aims to examine the effectiveness of sponsorship in terms of attitude and purchase intention at an unofficial event broadcast (Kings League) through streaming, considering attitude toward the streaming, streamer loyalty, subjective norms, congruence sponsor-event, congruence with the streaming platform and involvement. Design/methodology/approach – A self-administered survey of 460 participants in Chile was conducted via Qualtrics. Partial least squares-structural equation modeling (PLS-SEM) was employed to examine the validity and reliability of the scales and to test the structural model. Findings – Fan loyalty to streamer plays a crucial role in shaping positive attitudes toward sponsors in nontraditional sports formats, such as the Kings League. Findings confirm that attitudes toward the event and streaming positively influence attitudestoward the sponsor, aligning with the image transfer theory.Congruence with streaming platform significantly impacts brand perception, while congruence event/sponsor does not. Subjective norms toward streaming shape attitudes toward the event. Ultimately, attitude toward the sponsor strongly predicts purchase intention, emphasizing the importance of brand alignment with content creators and event formats for effective sponsorship strategies. Practical implications – Managers should integrate brands naturally into the narrative of content creators, encourage audience interaction and use non-intrusive advertising formats to enhance sponsor perception. Specifically for the Chilean market, managersshould consider the growing consumption ofstreamed events and the strong presence of digital communities in the country. Additionally, the high penetration of platforms like Twitch and YouTube in the country enables the design of interactive strategies, such as exclusive promotions or immersive experiences, to strengthen the relationship between the audience and brands. Adapting strategies to the Chilean digital context will ensure greater sponsorship impact.Originality/value – This manuscript provides a novel perspective by analyzing the effectiveness ofsponsorship in digitalsports events, exploring for the first time the influence ofstreaming engagement on sponsor perception and the impact of congruence between the streaming platforms on sponsorship effectiveness.
