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This research aims to identify how important it is that brands incorporate relevant-added value into their esports sponsorships.

This exploratory research applied a convergent-parallel mixed method with equal status. Data were collected by interviewing 22 experts in esports sponsorships and having 5,638 esports fans fill out an online survey. SPSS 25 was used to analyze quantitative data and NVIVO 10 to process qualitative data. Each dataset was analyzed separately and then compared with both having the same level of importance.

The results revealed that all experts considered the creation of relevant-added value as an essential strategy for successful esports sponsorships and the large majority of fans want sponsors to apply this tactic. Interestingly, while the experts mostly emphasized ways to directly benefit the fan-base, the fans prefer that sponsors focus on directly supporting the esports industry.

Brands should incorporate relevant-added value into their esports sponsorships as it greatly decreases fan resistance to the promotional message, catches the fans' attention and engagement much more easily, has a much higher probability of leading to high positive return on investments (ROIs) and makes for a much more cost-effective investment.

The field of esports sponsorships has received little academic attention and the results are highly significant and relevant for all current and potential esports sponsors looking to increase the effectiveness of their esports sponsorships.

This paper aims to determine how important cultural events organized by hotels are when guests select the establishment, determine the most influential source to attract customers to the hotels’ cultural events and measure their ability to meet guests’ expectations.

A qualitative exploratory methodology was adopted. Data collection was performed through voluntary and non-probabilistic face-to-face interviews to 2,229 guests and six directors from eight hotels that organize cultural events.

The data revealed that, although cultural events organized by hotels were not a selection factor, these were attended by the majority of guests, who felt valued for being asked for feedback by the hotels and were more influenced by marketing communications within the establishments than by word-of-mouth.

Contrary to cultural events organized by local authorities, cultural events organized by hotels have received little to no academic attention. This research allowed the authors to better understand the factors that may influence hotel selection and guests’ satisfaction.

The purpose of this paper is to present an overview of the conceptual framework related to the Lean and Green practices, paradigms, future prospects and problems, indicating points of convergence and divergence between them.

Based on this premise, through vast literature systematization, the authors sought to categorize studies in order to consolidate constructs, reinforcing aspects regarding the positive and negative approaches and pointing out the gaps in the current state of the art. Broad literature systematization was carried out; the authors found 107 articles published between 2014 and 2018, separated into 10 categories.

The main constructs confirmed are the positive approximation of the Lean and Green union, evidenced by studies premised on the independent variable category demonstrating that their union influences other environmental performance variables.

The present research is a systematization of the literature, so its results have to be confirmed by other studies.

The study supports the Lean and Green theme, confirming converging issues between the two areas and launching new topics for future research.

The study contributed to the environmental theme by confirming synergies of the Lean and Green union and presenting new research themes.

To assert that Lean and Green systems union is sustainable, with regard to the tripod of sustainability, more studies on the social category are necessary.