Digital Marketing in Sports: Global Perspectives

The book explores how the sport industry is adapting to the digital-first global economy, focusing on digital techniques in sport marketing. It features the work of researchers from around the world and presents cutting-edge case studies and research on digital marketing in the sport industry, including the metaverse, esports, athlete endorsement, digital immersion, social media, equity crowdfunding, digital fandom, and dark market brands.

Format: Hardback
Length: 322 pages
Publication date: 10 November 2023
Publisher: Taylor & Francis Ltd

This comprehensive book delves into the dynamic realm of how the sport industry is seamlessly adapting to the demands of the rapidly evolving digital-first global economy. By examining the forefront of digital techniques in sport marketing, this volume uncovers innovative and emerging technologies, offering insightful perspectives on how they can propel the growth and sustainability of sport businesses. Drawing from the expertise of esteemed sport business and management researchers from across the globe, the book sheds light on critical aspects of sport marketing, including brand development, consumer behavior, and effective marketing communications.

Illustrated with informative figures throughout, the book presents cutting-edge case studies and groundbreaking research on digital marketing, encompassing a wide range of topics such as the metaverse, video games, esports, athlete endorsement, digital immersion, social media, equity crowdfunding, digital fandom, and dark market brands. With a global outlook, this book serves as a captivating resource for students, researchers, and industry professionals seeking to enhance their understanding of digital marketing within the dynamic landscape of the global sport industry.

Weight: 790g
Dimension: 234 x 156 (mm)
ISBN-13: 9781032553719