Abstract

The aim of this chapter is to explore new developments in sports marketing offered by digital media, with a particular focus on the football industry. Digital media has and continues to transform all aspects of marketing, and this transformation is affecting sports marketing. In today’s digital world, sports marketers have to rethink the way they approach sports beyond an experience, an entertainment product, a media platform, or even a unique customer activation. In this new world, sports brands have a tremendous opportunity to use insights and understanding of consumer behaviour through digital media to build their business.