The Impact of Social Media and the Internet on the Marketing of Sporting Events

Document Type : Research Paper

Authors

1 Assistant Prof. Department of Sports Management, Kermanshah Branch, Islamic Azad University, Kermanshah, Iran.

2 Ph.D. Student, Department of Sports Management, Kermanshah Branch, Islamic Azad University, Kermanshah, Iran.

Abstract

The Internet and social media make sports marketing easier. Historically, television has been the main source of income for top sports teams, leagues and sports associations. The purpose of this study is to investigate the impact of social media and the Internet on the marketing of sporting events. The Internet creates new opportunities for distribution and consumer needs for sporting events. Social media is creating a new form of communication between fans, athletes, teams and supporters, and mobile technology is evolving so that fans and consumers of sporting events can follow sports content in general as well as live everywhere. These changes also create very strategic challenges and opportunities. The method of this research is the study and review of sites and social networks, as well as the translation of different articles in this field in several frameworks and ideas, including the sports ecosystem model, event marketing, star marketing, and international differences in watching sports. Based on the research results, a framework for developing social media strategy was strategy to be used. The result of integrated marketing shows an increase in maturity in terms of creating an integrated strategy that combines the active use of social media platforms and internal systems using social media and communities that focus on the website of the club or federation itself.

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References

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History

  • Receive Date: 19 December 2019
  • Revise Date: 08 November 2020
  • Accept Date: 11 December 2020

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