Identifying the Role of Digital Technologies in Sport Spectators Customer Experiences through Qualitative Approach

Abstract

The massive uptake of digital technologies has changed the way how fans and the sports service field communicate and interact. In the current paper, we would like to emphasize the role of technology holistically in sport spectators customer experiences (SSCX) as a "game-changer" marketing in sports and the digitalization of SSCX. In this paper, we aim to explore and qualitatively describe by interviewees verbatim how new technologies impact SSCX. It draws on the literature review, combined with the primary data collected on unstructured interviews with international sport management and technology experts (N=10). It brings sports marketing insights followed by examples from industry professionals. Iterative analysis of data combined with literature review let us achieve to outline the crucial points and trends of technological transformations in sports spectacle. We offer an updated perspective on the SSCX through the prism of the impact of digital technologies and reshaping sports consumption culture. To this end, we develop a conceptual model that captures the nature of modern SSCX influenced by digital technologies. Keywords: technological transformation, sports spectacle, customer experience, co-creation, connectivity

Sports venue digital twin technology from a spectator virtual visiting perspective

“…The next theoretical perspective has been brought by Glebova et al ( 17 ) and described as a relocation of sports spectators' customer experiences (SSCX) as a theoretical prism on sport fans trough a customer-centric perspective in the framework of services management. Sports spectatorship is a popular pastime for many people, and in addition to attending live events, fans have various options for consuming sports content through different media platforms ( 12 ). These options include fan zones, broadcasts, podcasts, and mobile apps, which allow fans to stay updated on sports news, teams, athletes, events, organizations, and brands ( 18 , 19 ).…”

“…Spectators can explore virtual replicas of the venue, access real-time information ( 17 ), and interact with various elements of the event ( 23 ). This function fosters a more personalized and engaging experience for spectators ( 12 ).…”

“…By providing real-time data and analytics, they help inform decision-making processes ( 28 ), such as ticket pricing, security planning, and resource allocation ( 27 ). Digital twins enable event organizers to make data-driven decisions that improve planning and execution ( 12 ).…”

“…Sponsors can leverage the digital twin experience to promote their products and engage with spectators in innovative ways ( 28 ). This function enhances revenue streams and strengthens sponsor-event and brand-consumer relationships, involving targeting and personalization ( 12 ).…”

“…By examining the intersection of digital twins and sports events from a customer-centric lens, this article will elucidate the intricacies involved in leveraging this emerging technology to transform stakeholder and fan experiences at major sporting events. Finally, we outline and explain the obstacles, challenges, opportunities, and perspectives of digital twin technology at an intersection with sports events from a customer-centric perspective ( 12 ).…”