New Media, Branding and Global Sports Sponsorship

New media has emerged as a significant dimension of branding and global sports sponsorship because it provides the capability to communicate with consumers worldwide via a multitude of digital platforms. This paper discusses the results of a systematic review of the development of global sports sponsorship and the importance of new media integration to the sector for the future. Results indicate that a new paradigm is emerging which involves thematically linked, integrated, strategic global marketing initiatives driven by new media applications, which have enhanced the value of sports sponsorship

Sport New Media

One of the dominant strategies currently used to address increased complexity in competitive business environments is to adopt technology at all levels of the enterprise. New media is a dimension of technology that is being adopted almost universally by sport enterprises worldwide. The purpose of this paper which is based on meta-analysis, secondary sources, technical reports and interviews, is to build on current knowledge related to sport new media to discuss: (1) new media technologies relevant to the sport industry and (2) considerations for developing and implementing sport new media projects. Within the complex global business environment, sport managers should be prepared to identify: (1) sport new media resources and technologies relevant to and appropriate for their enterprise and (2) benefits and potential opportunities offered by new media adoption

Social Media and Prosumerism: Implications for Sport Marketing Research

Social media arid the techniques and processes related to marketing using social media are changing at an incredible rate and will require continual monitoring for those involved in-social media research. As such, we identified the need for sport marketing researchers who are abductive thinkers who can design, combine and use innovative research methodologies as stimulated by the continually evolving technology. Ultimately, however, research prospects related to social media and sport marketing are vast for scholars and marketing professionals alike, and are replete with opportunities for designing new research methodologies

The National Basketball Association’s (NBA) Digital Transformation: An Explanatory Case Study

Purpose. Digital transformation in the global sport industry has resulted in digitally focused business strategies, innovative business models, targeted social media marketing strategies, increased consumer, and sponsor demand, accelerated growth in women’s sports, and streaming media (OTT) worldwide. This paper aims to study the case of the U.S.-based National Basketball Association’s (NBA) digital transformation, including multiple interactions of actors in the digital transformation process. A key aim is understanding the synergies resulting from the league’s integration of digital technologies, its business strategy, the evolution of its hybrid business model and the increase in revenue and global branding. Design/methodology/approach. An explanatory case study design was selected to examine the NBA’s integration of digital technologies, digital and social media marketing strategies, business model innovation, multimedia partnerships, and strategic sponsorships. Data was derived from: (1) academic journals; (2) research based white papers; (3) sport industry reports and periodicals; (4) selected sport industry websites; and (5) recorded interviews with selected NBA officials. Gleaned content was analysed with a theory-oriented triangulation approach. The study period was from 2000 to 2023. Findings. The NBA’s digital transformation, led by an entrepreneurial management team contributed to a successful business strategy aimed at engaging with digitally focused consumers across multiple media channels. The NBA developed an ecosystem-based consumer-focused hybrid business model, content-focused digital assets, and partnerships with media, brands, and cultural events. Its media partnerships and strategic sponsorships are synergistic with its business and marketing objectives, digital initiatives, and acquisitions. By the 2017-2018 season, the NBA had validated its position as a successful global entertainment property. Originality/value. This paper examined the NBA’s digital transformation, including how the league integrated digital technologies with its business strategy and model to increase revenue and create a global brand. The analysis examined how the NBA’s digital transformation facilitated the league’s business strategy, enhanced the NBA fan experience, generated revenue from innovative digital products and services, and transformed its business model. The NBA’s business strategy and hybrid business model provide an exemplar for professional teams, leagues, and federations worldwide seeking to digitally transform their enterprises

The National Basketball Association’s (NBA) Digital Transformation: An Explanatory Case Study

Purpose. Digital transformation in the global sport industry has resulted in digitally focused business strategies, innovative business models, targeted social media marketing strategies, increased consumer, and sponsor demand, accelerated growth in women’s sports, and streaming media (OTT) worldwide. This paper aims to study the case of the U.S.-based National Basketball Association’s (NBA) digital transformation, including multiple interactions of actors in the digital transformation process. A key aim is understanding the synergies resulting from the league’s integration of digital technologies, its business strategy, the evolution of its hybrid business model and the increase in revenue and global branding.   Design/methodology/approach. An explanatory case study design was selected to examine the NBA’s integration of digital technologies, digital and social media marketing strategies, business model innovation, multimedia partnerships, and strategic sponsorships. Data was derived from: (1) academic journals; (2) research based white papers; (3) sport industry reports and periodicals; (4) selected sport industry websites; and (5) recorded interviews with selected NBA officials. Gleaned content was analysed with a theory-oriented triangulation approach. The study period was from 2000 to 2023.    Findings. The NBA’s digital transformation, led by an entrepreneurial management team contributed to a successful business strategy aimed at engaging with digitally focused consumers across multiple media channels. The NBA developed an ecosystem-based consumer-focused hybrid business model, content-focused digital assets, and partnerships with media, brands, and cultural events. Its media partnerships and strategic sponsorships are synergistic with its business and marketing objectives, digital initiatives, and acquisitions. By the 2017-2018 season, the NBA had validated its position as a successful global entertainment property.   Originality/value. This paper examined the NBA’s digital transformation, including how the league integrated digital technologies with its business strategy and model to increase revenue and create a global brand. The analysis examined how the NBA’s digital transformation facilitated the league’s business strategy, enhanced the NBA fan experience, generated revenue from innovative digital products and services, and transformed its business model. The NBA’s business strategy and hybrid business model provide an exemplar for professional teams, leagues, and federations worldwide seeking to digitally transform their enterprises

Thinking about the same things differently: Examining perceptions of a non-profit community sport organisation.

This paper explores the differing perceptions and identity responses (identification, apathy and disidentification) that potentially exist in relation to one non-profit Community Sport Organisation (CSO), and whether they explain variations in individuals’ existing values and beliefs, sport interest, community identification and views about one organisation's legitimacy. Data were collected using a quantitative online survey (n = 390), then analysed using Confirmatory Factor Analysis (CFA) and Multiple Analysis of Variance (MANOVA) to test three hypotheses investigating whether existing values and beliefs, shared community values, local players, organisational practices and sport interest varied based on perception of organisational image and identity response. Based on the contributions of this study, non-profit CSOs should spend time developing understanding of the key dimensions that make them relevant to constituents and to decipher the values and beliefs that underpin what external audiences expect from organisations. In addition, understanding specifically what a CSO's audience expects is fundamental if the organisation is to be perceived as legitimate in relation to its purpose

Case Study: ESPN STAR Sports

International Cases in the Business of Sport focuses specifically on the analysis of high profile cases studies within the management of sport businesses. This case examines the important accomplishments, issues, and challenges facing ESPN STAR Sports as it adjusts its business strategy of broadcasting a diverse array of international and regional sports to the unique economics and demographics of the Asian market

Sport and Mobile TV: Conceptualization and Empirical Analysis of a Mobile TV Usage Model

The aim of this research was to explain the importance of sport in the use of digital media services on mobile devices. Relevant factors related to mobile TV usage were identified and the strength of their influence was analyzed to show that sport is a driving force for mobile TV usage. Inspired by service-dominant logic (SDL) and the sport value framework (SVF), an innovative research model was specified and tested empirically among three samples from Australia, Germany, and the U.S.A. SDL and SVF suggest value is always co-created and context dependent. Thus, usage situations were integrated as contextual factors in a structural equation model, with interest in sport and other psychological factors as independent variables and mobile TV usage intention as dependent variable. This study is one of the first empirically testing what motives lead to mobile sport viewing and how interest in sport drives mobile TV usage. The empirical findings imply that consumer interest in sport is highly relevant for media technology usage. They further demonstrate that usage context really matters

Public Policy and Funding New York\u27s New Sports Venues

Purpose - The purpose of this article is to examine selected public policy and funding issues of six New York Metropolitan Area sport venues and to discuss their implications for the future of sport venue construction. Design/methodology/approach - The design of this paper is a descriptive case study, which is appropriate when the question to be answered is how or why, when there is no necessary control of behavioral events, and when the study is focused on contemporary events. A systematic review of public documents and available research related to the recent development and funding of selected sport venues was conducted. In addition, a critical appraisal and financial analysis was performed on selected data collected from a variety of proprietary facility reports and public documents. Findings - Based on a systematic examination of public documents and available research it was determined that a complex mix of local, regional, and state politics has impacted significantly the dynamics of professional sport venue development in the New York Metropolitan Area. It is also apparent that there has been a significant lack of transparency with respect to public policy. In addition, it appears that sport venue development in the entire US will experience a trend toward integration with retail, commercial, and residential real estate development that appears to be a result of political pressure and the need to rapidly recoup investment costs associated with sport venue construction. Research limitations/implications - Because this is a descriptive case study, the findings, etc., are limited to those specific venues and public policy issues that were selected for examination. Practical implications - This case study should provide educators and practitioners with insight into the complexity of mission critical decisions that are involved in the development and funding of sport venues. It also should provide insight into the political process related to sport venue construction and the importance of transparency in communicating with the public. Social implications - This case study may provide educators and practitioners with insight into the relationship among public policy, venue financing, and selected social issues. Originality/value - This case study provides original insight into the key elements of funding sport venues in the New York Metropolitan Area. It will provide educators and practitioners with a frame of reference for further examination of the development of sport venues worldwide