Author(s): ALBEDAH, A., Institution: THE UNIVERSITY OF EDINBURGH, Country: UNITED KINGDOM, Abstract-ID: 442

INTRODUCTION:
Introduction
Gender based discrimination is a key barrier that is preventing women's participation and visibility in global esports. Under Vision 2030, Saudi Arabia has been expanding its overall export infrastructure in recent years. This is helping Saudi Arabian people to participate in different types of sports. However, female participation continues to remain less compared to men due to stereotyping and inequitable access. Without solving this issue, it won't be possible for the sports environment of Saudi Arabia to be representative of the whole community, which is one of the ethical roles of sports events. A marketing and communication strategy grounded in a theoretical framework and real-world practice can help in solving the issues. The essay develops a marketing strategy for the Esports World Cup (EWC) in Saudi Arabia so that female gamer numbers can be increased. This will also help to reduce overall social discrimination currently faced by females in Saudi Arabia.
METHODS:
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RESULTS:
The evaluation plan should also be a whole assessment of whether the marketing strategy is effective in lessening discrimination and augmenting the involvement of women. The research design to be used in the evaluation will be the mixed-methods research design, which will be informed by the methods of measurement used in sport marketing research. Therefore, it is important to consider behavioural changes, long-term trends, and audience responses, as these provide a more realistic assessment aligned with actual sport marketing research practices.
CONCLUSION:
Conclusion
The combination of the TPB-inspired behavioural change, the communication that is informed by ELM, and the redesign of the event experience through the 7Ps approach makes the Esports World Cup one of the global leaders in gender-inclusive esports. It is based on the empirical evidence on sport marketing and esports research and is concerned with structural, cultural, and perceptual impediments of female gamers. The evaluation strategy will guarantee intensive monitoring of attitudinal, behavioural, and experiential results and allow EWC to develop a sustainable, inclusive esports ecosystem in line with the developing social environment of Saudi Arabia. However, although classical marketing theories are helpful, they are not perfect. They need to be adapted for esports and online communities, where emotions, identity, and culture play a major role, not only planning or communication.