Full Description
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.
Contents
Part 1: Introduction. 1. Transforming Sports Business with Digital Marketing. Part 2: Transition from Traditional to Digital Strategies. 3. Sports Consumers from Social Distinction to Digital Immersion. 4. Marketing Minor League Sports in the Digital Age. 5. Exploring Change-Management Activities for Digitalization: the Case of a German Not-For-Profit Sport Club. Part 3: Brand Management. 6. Developing a Sport Team's Global Fan Nation Through Integrating Satellite Fan Segments. 7. Tokyo Games and Omni-Channel Marketing. 8. Marketing Communication of Sports Organizations on Social Networks. 9. Release the Kraken: an Analysis of the NHL's Seattle Kraken and its Digital Brand Launch. 10. Branding Strategies and Practices via Instagram: a Case Analysis. Part 4: Revenue Generation and Digital Marketing. 11. Global Dark Market Brands: the Curious Case of Mission Winnow in Motorsport. 12. Athlete Endorsement and the Business of Sports Amid Covid-19: Lessons from a Digital Media Consumption Enquiry. 13. Significance of Team Identification in Equity Crowdfunding Campaigns of European Football Clubs. Part 5: New and Emerging Technologies. 14. Promoting Sport Business in the Metaverse: An Overview. 15. Metaverse and Video Game: Brand Development in the Sport Industry. 16. Next Generation Fandom in the Australian Context: Digital Engagement, eSports, and Pandemic Effects. 17. Diversity of Digital Media Landscape in Asia-Pacific.
