The transformative impact of big data applications in sport marketing: current and future directions

Abstract

PurposeAs big data (BD) has increasingly become an important tool for managers and researchers to transform sport management practices, the purpose of this research is to highlight diverse data sources and modern analytical techniques that will leverage BD as a means to advance scholarship in sport management.Design/methodology/approachA comprehensive review of existing BD literature in sport management outlines new perspectives on BD research method and the application of BD in sport management.Findings First, through a thorough review of the literature, a domain-specific conceptualization that incorporates the field's mission and priorities was developed. Second, potential data sources and different types of analytical opportunities was identified, highlighting strategies for developing methodological approaches that leads to novel research questions. BD analytics can allow for more flexibility in improving methodological capability to analyze data and, thus, provide more granular and predictive insights. Finally, this paper concludes with a discussion of BD's impact on three domains of sport management, whereby the organizations yield data-driven decisions.Originality/valueBD has the potential to transform the sport management operations and bridges the research-practice gap. BD research in sport management is instrumental for accumulating new knowledge and/or testing existing theories, either in a deductive fashion or by taking an inductive approach, as the field embarks to advance scholarship.

Análisis bibliométrico del deporte 4.0: una realidad para el desarrollo de la cultura deportiva contemporánea (Bibliometric analysis of sport 4.0: a reality for the development of contemporary sports culture)

“…En cuanto a las categorías conceptuales que se relacionan con el deporte 4.0 se pueden definir las siguientes: entrenamiento deportivo 4.0 definida también por Vargas-Molina et al (2022), las Big datas en el deporte coincidentemente con Mamo et al (2022), el internet de las cosas en el deporte donde se relacionan aportes con Castro et al (2022) y la Inteligencia artificial en del deporte coincidiendo con Vijayakumar et al (2023).…”

“…La reducción de Big Data a componentes principales para el entrenamiento de fútbol sala en posiciones específicas (Rico-Gonzalez et al, 2022), construyen un modelo de innovación empresarial para el deporte utilizando un algoritmo de aprendizaje profundo (Lv et al, 2022). El impacto transformador de las aplicaciones de Big data en el marketing deportivo potencia direcciones actuales y futuras en el desarrollo del deporte (Mamo et al, 2022). La investigación sobre la herencia y protección de la tecnología de minería de datos en el deporte , Optimiza la participación en las redes sociales en el deporte profesional (Naraine & Bakhsh, 2022).…”

The Paralympics on YouTube: Alternative content creation and the digital consumption of the Paralympics

“…This is also the case in the world of sport, where digital places have been utilised by scholars exploring diverse media-related, socio-cultural and political processes emerging in or embedded throughout sport (Millward, 2008; Cleland et al ., 2019; David and Millward, 2012). Nevertheless, the embrace of digital places as data sources come with associated challenges to empirical social scientists because the plethora of data – or big data (see Mamo et al ., 2022) – can lead to a point where granularity is potentially lost when we only consider the wider picture (Burrows and Savage, 2014). As we remain mostly focused on the alternative broadcasting of the Paralympics in this study, we have selected one social media platform that is commonly associated with the web 2.0 version of linear TV (Burgess and Green, 2018) – namely YouTube – to automatically collect data.…”

Human capital development in sport marketing: industry insights

“…While developing digital strategy is at the forefront, there are also calls for new analytics to measure the effectiveness of digital strategy. Developing research that identifies best practices for the integration of diverse data sources, alongside investigations into the predictive prowess of analytics in forecasting fan trends, can arm the industry with sharper tools, bridging the knowledge-action gap (Mamo et al, 2022). Beyond just digital analytics, the academic world stands at the threshold of devising advanced metrics to measure ROI of any marketing initiative.…”