Digital Marketing In Sports

This book examines how the sport industry is adapting to the needs of the digital-first global economy. Focusing on digital techniques in sport marketing, this volume explores new and emerging technologies and considers how they can help to build commercially successful and sustainable sport business. Featuring the work of sport business and management researchers from around the world, the book shines new light on key aspects of sport marketing such as brand development, consumer behavior and marketing communications. Illustrated with informative figures throughout, it presents cutting-edge case studies and new research on digital marketing covering topics including the metaverse and video games; esports; athlete endorsement; digital immersion; social media; equity crowdfunding; digital fandom and dark market brands. Global in scope, this book is fascinating reading for any student, researcher or industry professional looking to deepen their understanding of digital marketing in the context of the global sport industry.

Digital sport marketing is a new, dynamic and rapidly evolving area that is having a profound impact on contemporary sport business. This is the only textbook to introduce core principles and best practice in digital sports marketing, focusing on key issues, emerging topics and practical techniques. The book surveys the new international digital landscape in sport business and explains how to apply digital marketing across key areas from fan engagement and public relations to strategic communication and branding. Every chapter includes discussion of key concepts, an in-depth case study, and an in-depth conversation with a leading industry practitioner that demonstrates how digital marketing works in the real world. Full of useful features, this is an essential textbook for any sport marketing, sport management, sport business or sport development course.

This book explores sport marketing analytics, an essential and crucially important aspect of contemporary sport business. Successful sport marketing begins and ends with the consumer, so understanding the consumer experience is critical. Marketing Analysis in Sport Business demonstrates how rigorous analytical procedures are the key to developing effective, evidence-based marketing practices that reflect real consumer needs. Presenting cutting-edge case studies of sport marketing analytics in action, the book explores topics such as digital communications, social media, digital ticketing, event marketing, the economic impact of COVID-19, developing sport brands, and conducting research with athletes and event participants. Written by a team of authors from 15 countries, including Australia, China, France, Iran, Italy, Japan, Mexico, New Zealand, Serbia, South Korea, Spain, Taiwan, the United Kingdom, the United States, and Venezuela, the book offers insight from a variety of cultural contexts and new perspectives on the global sport industry. Marketing Analysis in Sport Business is illuminating reading for any advanced student, researcher or professional working in sport business and management, sport development, marketing, strategic management, or international business.

The application of marketing concepts to sports products and services is vital to the success of the industry. When appealing to the target audience of an event, it is essential to construct a strong marketing plan by utilizing emergent technologies and strategies. Strategies in Sports Marketing: Technologies and Emerging Trends provides relevant information on the marketing strategies and marketing trends of sporting events by highlighting the plans and tactical operations that sports organizations conduct when integrating marketing strategies. This publication is a comprehensive reference source for students, researchers, academicians, professionals and practitioners, as well as scientists and executive managers interested in the marketing strategies of sporting events.

Sports are big business. Most companies want to expand into global markets, enhance their brand and understand varying market conditions. This textbook supports sports marketing students as they learn about the challenges and opportunities that are specific to the global sports industry. Written from the perspective of different stakeholders in the sports sector, such as fans, sports entity holders, clubs, sponsors and the sports media, it offers a holistic view of this evolving and ever-changing industry. Taking a truly global approach, this textbook helps students understand the current issues facing sports marketing professionals and is relevant across all regions of the world. Drawing on the author’s years of industry and teaching experience, it blends theory and practice with case studies including the International Olympic Committee and FIFA. Crucially, the book provides comprehensive coverage of hot topics such as sports governance, digital marketing, and the globalization of the sports product. Written in an accessible style and accompanied by a full suite of online resources, this textbook is for ideal for anyone looking to excel as a sports marketer or progress within the wider sports industry. It is a valuable resource for Sports Marketing courses at undergraduate, postgraduate and MBA levels.

Highly practical and engaging, Sports Marketing equips students with the skills, techniques, and tools they need to be successful marketers in any sporting environment. The book blends relevant marketing theory—focusing on industry-specific terminology and practices—with practitioner insights into current issues and future directions in the sports industry. This anticipated third edition has been fully updated to incorporate a broad range of global and diverse perspectives from industry experts and international case studies throughout. Contemporary topics within the sports industry have been expanded upon, including esports, social responsibility, sustainability, digital and social media, and personal branding. Popular "You Make the Call" cases, insider and early career insights, and review questions stimulate lively classroom discussion, while chapter summaries and terms support further support learning. Overall, this exciting text will: • Increase students’ depth of knowledge about sports marketing • Challenge students to apply concepts to real-world situations • Profile best practices of organizations and individuals within the sports industry as they relate to the book’s content • Equip students to position themselves to compete for entry-level positions in sports business • Provide faculty with a concise but thorough text that meets their needs. Sports Marketing remains a core textbook for undergraduate and postgraduate students of sports marketing and management, providing a firm grasp of the ins and outs of working in sports. Additional online resources include PowerPoint slides for each chapter, a test bank of questions, and an instructor’s manual.

Ramifications of the convergence of sports and digital technology, from athlete and spectator experience to the role of media innovation at the Olympics. Digital technology is changing everything about modern sports. Athletes and coaches rely on digital data to monitor and enhance performance. Officials use tracking systems to augment their judgment in what is an increasingly superhuman field of play. Spectators tune in to live sports through social media, or even through virtual reality. Audiences now act as citizen journalists whose collective shared data expands the places in which we consume sports news. In Sport 2.0, Andy Miah examines the convergence of sports and digital cultures, examining not only how it affects our participation in sport but also how it changes our experience of life online. This convergence redefines how we think of about our bodies, the social function of sports, and the kinds of people who are playing. Miah describes a world in which the rise of competitive computer game playing—e-sports—challenges and invigorates the social mandate. Miah also looks at the Olympic Games as an exemplar of digital innovation in sports, and offers a detailed look at the social media footprint of the 2012 London Games, discussing how organizers, sponsors, media, and activists responded to the world's largest media event. In the end, Miah does not argue that physical activity will cease to be central to sports, or that digital corporeality will replace the nondigital version. Rather, he provides a road map for how sports will become mixed-reality experiences and abandon the duality of physical and digital.

This book examines contemporary sport marketing, with a particular focus on strategic marketing, the process of longer-term planning and development that involves identifying the needs and wants of potential customers and satisfying their needs through the exchange of products and services. It presents cutting-edge case studies from around the world, including from the United States, China, Europe, the Middle East, South America, and Africa. It considers some of the most interesting emerging themes and topics in contemporary sport business, including fitness marketing, the role of sustainability in sport marketing, social media and digital marketing, athlete-brand relationships, and the promotion and development of collegiate and scholastic sport. As a whole, this volume presents a snapshot of the opportunities and challenges facing sport marketers around the world. Sport Marketing in a Global Environment is fascinating reading for any advanced student, researcher, or professional working in sport business and management, sport development, marketing, strategic management, or global business.