Abstract
Digitalization of sport offers opportunities such as immersive fan in-game engagement and experiences, realtime player motion tracking and statistics, expansion of betting points and data-driven club business development (Wysocki, 2012; Miah, 2017; Barnhill & Smith, 2022). The virtual distance between players and audience is closing and intensifying the experience. The digital tracking of player performance enables both coaches and commentators to get closer to the game and get a more detailed insight. Digital devices make it possible for users to bet on both on-game and in-game results. But these opportunities cannot be realized without strategic considerations for the individual club. This process of club decision making in relation to formulating an integrated digital strategy is the focus of this study. Hence, the research perspective is on the level of the organization. What does it take to decide and implement an excellent and profitable digitalization strategy?
| Original language | English |
|---|---|
| Journal | International Journal of Sport Marketing and Sponsorship |
| Number of pages | 4 |
| ISSN | 1464-6668 |
| Publication status | Accepted/In press - 30 Nov 2022 |
