Digital Marketing in Sports - Global Perspectives

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 behaviour 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.