PurposeThe purpose of this paper is to examine the impact of alcohol sponsorship-linked advertising through esports upon young gaming audiences and how gaming behaviours affect advertising response.Design/methodology/approachA cross-sectional survey study was employed to examine the prevalence and nature of alcohol advertising in esports, and the impact of esports participation upon young audiences' consumption and preferences concerning alcohol. Survey data were collected from 976 young Australian gamers aged between 16 and 34 years (58.9% male) using online questionnaires.FindingsResults revealed a vulnerability to alcohol sponsorship and advertising among 25 to 34-year-old and heavy gamer cohorts. As predicted, heavy gamers were more receptive to alcohol advertising in terms of awareness, preference and consumption while gaming than casual gamers.Practical implicationsThis research advances theories of consumer behaviour and advertising exposure situated in a new landscape of converging virtual and real experiential marketing. It also provides much-needed evidence to guide marketing strategy to the next-generation audiences and regulation of new and burgeoning digital platforms. Our research also highlights a need for policy to address the burgeoning, largely unregulated nature of online gaming.Originality/valueThis research provides the first empirical evidence of the impacts of alcohol-linked sponsorship in esports upon young playing and streaming audiences. It informs marketing strategy and policy in relation to the rapidly growing, potentially vulnerable online competitive gaming audience.