Electronic sports (eSports) have enjoyed a giant leap in the entertainment industry. However, eSports have faced negative images after the effort to become categorized under sport. Currently, they do not have a fixed identity due to a marginal appeal as a sport product. This study aims to explore if an athlete celebrity can transfer meaning to a sport organization (eSports) in which the brand personality is less established and examine if the debate of eSport being a sport can be eased by using traditional sport spokesperson's expertise. To do this, we will conduct an in-depth review of the literature and an experiment to identify if potential factors (i.e., implicit self-theory and celebrity meaning transfer) affect the meaning transfer. Furthermore, how these transferred meanings influence consumer behaviors (attendance intent, merchandise purchase intent, perceived athleticism, brand attitude, and brand image) will be examined.