Description
- Explores a cutting-edge topic in contemporary sport business and management
- Includes authors and case studies from around the world
- Demonstrates how new technologies, such as the metaverse, are being employed in practice in the sport industry
- Shines new light on core aspects of sport marketing including brand development, consumer behaviour, and marketing communications
Table of 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.
