Digital Sport Marketing

Abstract

This chapter aims at bringing a sport-centric approach to the study of digital marketing. This is important as most of the existing research on digital marketing takes an industry-neutral perspective that generalises theory to all contexts. The sport industry has been a major recipient of digital marketing so it is important to recognise its impact on the evolution of digital marketing practices. To do so requires an analysis of what digital marketing is and how it has changed as a result of technological innovations. This enables a better understanding about the growth trajectory of digital sport marketing that integrates a sport-specific theory to digital marketing practices.

Citation

Ratten, V. and Thompson, A.-J. (2021), "Digital Sport Marketing", Thaichon, P. and Ratten, V. (Ed.) Developing Digital Marketing, Emerald Publishing Limited, Leeds, pp. 75-86. https://doi.org/10.1108/978-1-80071-348-220211005