Digital content and real time marketing

Strategic challenges for the globalised football brands

Authored by: Grégory Bolle

Routledge Handbook of Sports Marketing

Print publication date:  December  2015
Online publication date:  December  2015

Print ISBN: 9781138823518
eBook ISBN: 9781315742021
Adobe ISBN: 9781317584926


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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.

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