Guest editorial

Ströbel, Tim; Stieler, Maximilian; Stegmann, Pascal

doi:10.1108/sbm-03-2021-124

Cited by 9 publications

(5 citation statements)

References 71 publications

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“…Sport enterprises and brands worldwide are integrating a mix of digital technologies, social media marketing strategies, and ecosystem partners to deliver state-of-the-art digitally focused sport events (Santomier et al, 2016;Ströbel et al, 2021;Stegmann et al, 2021). The convergence of digital technologies and devices, media and marketing innovations, and the creative business strategies of ecosystem partners during the 2012 London Olympics resulted in the ability of sport enterprises and their brand partners to reach and interact with audiences worldwide, thus increasing potential for innovative approaches to sport media and sponsorship rights (Santomier et al, 2016).…”

Section: Digital Transformationmentioning

confidence: 99%

“…Innovation in the global sport industry, including the integration of mobile technology, the Internet of Things (IoT), social network sites (SNS), cloud computing, artificial intelligence (AI), data analytics, as well as augmented reality (AR), virtual reality (VR), and mixed reality (MR) into the sport industry has received significant academic attention (Ratten, 2011;Ströbel et al, 2021). Kunz and Santomier (2019) studied the intent of consumers to use VR with a special focus on flow experience and sport content quality in addition to technology acceptance influencing factors.…”

Section: Introductionmentioning

confidence: 99%

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

Santomier¹,

Dolles

Kunz

2023

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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.

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Section: Digital Transformationmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

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

Santomier¹,

Dolles

Kunz

2023

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“…Since the digital age has just begun, many other digital technologies (e.g. blockchain technology, virtual and augmented reality, Metaverse) also have the potential to disrupt the field of sport marketing (Ströbel et al. , 2021).…”

Section: Introductionmentioning

confidence: 99%

Hype or opportunity? Tokenization as engagement platform in sport marketing

Stegmann

Matyas

Ströbel

2023

IJSMS

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PurposeNovel technologies such as tokenization have the potential to disrupt value co-creation in sport marketing. Tokenization in particular has generated a hype in sport marketing by facilitating engagement behavior. However, it remains unclear to what extent tokenization can serve as an engagement platform to enable new and innovative interactions between sport organizations and its network of actors.Design/methodology/approachThe study investigated a tokenized governance platform of a professional sport club as engagement platform by means of a case study applying a multi-method approach combining document analyses and semi-structured interviews with sport management, sport club fans and blockchain experts.FindingsGovernance tokens indeed foster fan engagement by including fans in decision-making processes. The engagement platform is meant to enable two-way communication between fans and professional sport clubs. However, benefits could be overrated, and fans describe concerns about increasing commercialization due to the application of governance tokens. Thus, opportunities must be balanced out to foster engagement of sport club fans.Originality/valueThe findings contribute to extending the phenomenon of tokenization as a financing model and engagement platform in sport marketing. The results show how tokenized governance platforms can be applied in sport marketing and how they contribute to value co-creation in the digital world of sport clubs.

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“…Due to the increasing popularity and utilization of social media, sporting entities and brands are investing significant time and resources to understand what to be communicated to effectively drive online engagement of fans (Filo et al ., 2015; Naraine et al ., 2021; Thompson et al ., 2018). Especially, when public spectacle was banned to curb COVID-19, as in the case of Tokyo Olympics 2020, engaging the fans on social media is of paramount importance (Ströbel et al ., 2021). While there has been growing academic research exploring sport fan engagement, studies are still limited that help in gaining an increased understanding of what should be communicated to drive fans' online behavior and understand the underlying motivations (Vale and Fernandes, 2018).…”

Section: Introductionmentioning

confidence: 99%

Global multi-sport events: content strategy for driving fan engagement on Twitter

ShabbirHusain

Annamalai

Chandrasekaran

2023

SBM

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PurposeThis study aims to understand the impact of content orientation, media type, and information richness on fan engagement in multi-sport global events.Design/methodology/approachThe authors conducted a content analysis on Twitter posts recording over two million user impressions from the official account managed by the International Olympic Committee for India during the Tokyo Olympic Games 2020. A multivariate Poisson model using the Bayesian approach was used for analyzing data.FindingsThis study found that fan engagement is likely to be higher for player-oriented content as opposed to team-oriented content. Also, the usage of photos to enhance engagement worked better than any other media type. Finally, the results revealed that the inclusion of hashtags has a positive effect on fan engagement for tweet comments but not for like count and retweet count.Originality/valueThe study highlights the differences in player versus team-oriented posts in global multi-sport competitions. The findings have significant implications for practicing sport managers by informing them about key elements that drive fans to engage in online communication.

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Guest editorial

Cited by 9 publications

References 71 publications

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

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

Hype or opportunity? Tokenization as engagement platform in sport marketing

Global multi-sport events: content strategy for driving fan engagement on Twitter

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