1st Edition

Digital Marketing in Sports Global Perspectives

Edited By Brandon Mastromartino, James J. Zhang Copyright 2024
    342 Pages 27 B/W Illustrations
    by Routledge

    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.

    PART 1


    1 Transforming Sports Business with Digital Marketing

    Brandon Mastromartino, Hannah H. Bo, Troy T. Zhao, and James J. Zhang

    PART 2

    Transition from Traditional to Digital Strategies

    2 Sport Consumers from Social Distinction to Digital Immersion

    Ary Jose Rocco Junior and Ivan Furegato Moraes

    3 Marketing Minor League Sports in the Digital Age

    Bonnie Tiell

    4 Exploring Change Management Activities for Digitalization: The Case of a German Not-for-Profit Sport Club

    Lennart Pape and Joerg Koenigstorfer


    PART 3

    Brand Management and Communications

    5 Developing a Sport Team’s Global Fan Nation through Integrating Satellite Fan Segments

    Valentin Nickolai, Florian Pfeffel and David Hart

    6 Tokyo Games and Omni-channel Marketing

    Sardar Mohammadi, Seyyed Iman Ghaffarisadr and Mike Rayner

    7 Marketing Communication of Sports Organizations on Social Networks

    Josef Voráček, Tomáš Ruda and Natálie Tauchenová

    8 Release the Kraken: An Analysis of the NHL’s Seattle Kraken and Its Digital Brand Launch

    Melissa Davies, Cole Armstrong, and Matthew Blaszka

    9 Branding Strategies and Practices via Instagram: A Case Analysis

    Gashaw Abeza, Norm O’Reilly, and Jakub Malý

    PART 4

    Revenue Generation and Digital Marketing

    10 Global Dark Market Brands: The Curious Case of Mission Winnow in Motorsport

    Walker J. Ross

    11 Athlete Endorsement and the Business of Sports Amid Covid-19: Lessons from a Digital Media Consumption Enquiry

    Luke Mobberley and Jessica Vredenburg

    12 Significance of Team Identification in Equity Crowdfunding Campaigns of European Football Clubs

    Szczepan Kościółek

    PART 5

    New and Emerging Technologies

    13 Promoting Sport Business in the Metaverse: An Overview

    Sam S. Chen, Ziyou Jiang, Brett A. Anderson and Troy T. Zhao

    14 Metaverse and Video Game: Brand Development in the Sport Industry

    Baptiste Brossillon and Chiheb Ferjani

    15 Next Generation Fandom in the Australian Context: Digital Engagement, Esports, and Pandemic Effects

    Michelle O’Shea, Sarah Duffy, and Daniel Roman

    16 Diversity of Digital Media Landscape in Asia Pacific

    Bo Li, Olan K.M. Scott, Stirling Sharpe, and Jiaying Wang


    Brandon Mastromartino is an Assistant Professor of Experiential Marketing in the L. Robert Payne School of Hospitality and Tourism Management at San Diego State University. Dr. Mastromartino’s research focuses on the psychology of sports fans and developing consumer insights that can inform marketing strategy for sport organizations and corporate partners. In his studies, he has adopted theories based on behavioral sciences, social economics, digital marketing and consumer psychology. He has published over 30 peerreviewed journal articles and book chapters in sport marketing-related outlets such as Sport Marketing Quarterly and International Journal of Sports Marketing and Sponsorship. He is an active member of the North American Society for Sport Management (NASSM) and the Sport Marketing Association (SMA). Dr. Mastromartino serves as an editorial board member of several academic publications such as Case Studies in Sport Management, International Journal of Sports Marketing and Sponsorship and Sport Marketing Quarterly.

    James J. Zhang is a Professor of Sport Management at the University of Georgia (UGA). His primary research interests are applied measurement and/ or applied studies examining sport consumers and organizational behaviors. Dr. Zhang has published extensively and is a frequent presenter at international and national conferences. He has served the profession in various leadership roles such as the Editor of the International Journal of Sport Marketing and Sponsorship, Sport Management Section Editor of the Measurement in Physical Education and Exercise Science journal, President of North American Society for Sport Management (NASSM) and Chair of the Measurement and Evaluation Council of American Alliance for Health, Physical Education, Recreation and Dance (AAHPERD). He has received such prestigious recognitions as Fellow of National Academy of Kinesiology, Fellow of NASSM, Dr. Earle F. Zeigler Lecture Award, Fellow of the Sport Marketing Association, J.B. Nash Scholar from the AAHPERD, University of Florida Research Foundation Professorship, Measurement and Evaluation Council Honor Award of the AAHPERD, Southern District Scholar of the AAHPERD and the Richard Reiff Internationalization Award at the University of Georgia. He was a Distinguished Oriental Scholar named by the City of Shanghai and has served as the Honorary Dean of the College of Sport Economics and Management, Shanghai University of Sport since 2014.