The Role of Digital Marketing in Promoting Sports Marketing：Taking the Changes in NBA Marketing Methods as An Example

Zhuoli Yu

doi:10.54097/rw83ap16

Authors

Zhuoli Yu

DOI:

https://doi.org/10.54097/rw83ap16

Keywords:

Sports marketing; Digital marketing; Strategic marketing; NBA.

Abstract

The 21st century is an era of high-speed wireless information dissemination, and new media dominated by network media and mobile phone media have shown a spurt in development. Social media is creating new ways of communication between fans, athletes, teams, and sponsors. Mobile technology is also changing the way fans consume sports content and live events. In this context, digital marketing has gradually become one of the most important marketing models in the sports business. Therefore, this article collects the NBA's digital marketing profit data, compares it with the NBA's traditional marketing, and explores the role of digital marketing in promoting sports marketing. The study found that the NBA uses digital marketing to improve the interactivity of its products and strengthen its connection with its fan base, although it is still controversial in some areas due to user privacy issues. However, the digital marketing has brought major changes and benefits to sports marketing.

Downloads

Download data is not yet available.

References

Samur, Serdar. “The Effects of Web-Based Technologies on Marketing Activities of Professional Sports Clubs.” Journal of Educational Issues, vol. 7, no. 1, June 2021, p. 546. DOI.org (Crossref), https://doi.org/10.5296/jei.v7i1.18651.

Ráthonyi, Gergely, et al. “How Digital Technologies Are Changing Sport?” Applied Studies in Agribusiness and Commerce, vol. 12, no. 3–4, Dec. 2018, pp. 89–96. DOI.org (Crossref), https://doi.org/10.19041/APSTRACT/2018/3-4/10.

Sokolova, N. G., and O. V. Titova. “Digital Marketing as a Type: Concept, Tools and Effects.” Proceedings of the 1st International Scientific Conference “Modern Management Trends and the Digital Economy: From Regional Development to Global Economic Growth” (MTDE 2019), Atlantis Press, 2019. DOI.org (Crossref), https://doi.org/10.2991/mtde-19.2019.101.

Liu, Qing, et al. “Application Scenarios and Promotion Strategies of High-Quality Development of Sports Service Industry Empowered by Digital Technology.” Mathematical Problems in Engineering, edited by Wen-Tsao Pan, vol. 2022, Apr. 2022, pp. 1–11. DOI.org (Crossref), https://doi.org/10.1155/2022/1416948.

Holland, Christopher P. Internet and Social Media Strategy in Sports Marketing. 2015.

Sun, Zhongfeng. “Brief Probe into the Brand and Marketing Strategy of NBA.” Asian Social Science, vol. 11, no. 16, June 2015, p. p183. DOI.org (Crossref), https://doi.org/10.5539/ass.v11n16p183.

Lyu, Boyang. “Research on the NBA Business Strategies.” Proceedings of the 2022 4th International Conference on Economic Management and Cultural Industry (ICEMCI 2022), edited by Hrushikesh Mallick et al., vol. 231, Atlantis Press International BV, 2023, pp. 1607–13. DOI.org (Crossref), https://doi.org/10.2991/978-94-6463-098-5_181.

Huang, Guangze, and Ziyi Sun. “Research Based on the Operation of NBA Marketing Strategy.” SHS Web of Conferences, edited by R. Azmi et al., vol. 148, 2022, p. 03058. DOI.org (Crossref), https://doi.org/10.1051/shsconf/202214803058.

Ronkartz, Kyle, et al. Measuring the Effectiveness of NBA Marketing Techniques: A Comparison between Small and Large Market Teams. 2018.

Dedi Zheng. “NBA and CBA Comparative Analysis of Marketing Strategies.” Advances in Physical Sciences, vol. 06, no. 02, 2018, pp. 78–83. DOI.org (Crossref), https://doi.org/10.12677/APS.2018.62014.

Santomier, James, et al. “The National Basketball Association’s (NBA) Digital Transformation: An Explanatory Case Study.” Quality in Sport, vol. 11, no. 1, Apr. 2023, pp. 63–80. DOI.org (Crossref), https://doi.org/10.12775/QS.2023.11.01.005.

Skurpel, Dagmara. Advantages and Disadvantages of Internet Marketing Research. 2016.

Veleva, S. S., and A. I. Tsvetanova. “Characteristics of the Digital Marketing Advantages and Disadvantages.” IOP Conference Series: Materials Science and Engineering, vol. 940, no. 1, Sept. 2020, p. 012065. DOI.org (Crossref), https://doi.org/10.1088/1757-899X/940/1/012065.