Responding to Multiple Institutional Logics in the Development of Collegiate Varsity Esports Programs

There has been significant growth in collegiate varsity esports programs in the U.S. The individuals who develop these programs (i.e. program champions) must work within the institutional logics, or belief systems and practices, of higher education. The focus of this study is to examine how esports program champions respond to (e.g. negotiate and leverage) the existing institutional logics structuring higher education in developing collegiate programs. We used a qualitative multiple case study approach of three varsity esports programs. Our findings reveal program champions responded to the logics of higher education (e.g. academic, market, community) in developing esports programs, through specific tactics aligned with securing resources, gaining internal stakeholder support, and building program culture. This study contributes to the sport management literature on organizational responses to logics by shedding light on how individuals within organizations, such as program champions, address different institutional demands in developing new sport programs.