Digital Marketing in Sports : Global Perspectives (Paperback)

Part 1: Introduction. 1. Transforming Sports Business with Digital Marketing. Part 2: Transition from Traditional to Digital Strategies.  3. Sports Consumers from Social Distinction to Digital Immersion.  4. Marketing Minor League Sports in the Digital Age.  5. Exploring Change-Management Activities for Digitalization: the Case of a German Not-For-Profit Sport Club.  Part 3: Brand Management.  6. Developing a Sport Team's Global Fan Nation Through Integrating Satellite Fan Segments.  7. Tokyo Games and Omni-Channel Marketing.  8. Marketing Communication of Sports Organizations on Social Networks.  9. Release the Kraken: an Analysis of the NHL's Seattle Kraken and its Digital Brand Launch.  10. Branding Strategies and Practices via Instagram: a Case Analysis.  Part 4: Revenue Generation and Digital Marketing.  11. Global Dark Market Brands: the Curious Case of Mission Winnow in Motorsport.  12. Athlete Endorsement and the Business of Sports Amid Covid-19: Lessons from a Digital Media Consumption Enquiry.  13. Significance of Team Identification in Equity Crowdfunding Campaigns of European Football Clubs.  Part 5: New and Emerging Technologies.  14. Promoting Sport Business in the Metaverse: An Overview.  15. Metaverse and Video Game: Brand Development in the Sport Industry. 16. Next Generation Fandom in the Australian Context: Digital Engagement, eSports, and Pandemic Effects. 17. Diversity of Digital Media Landscape in Asia-Pacific.