The Importance of Creating Digital Brands in Sports

Keywords:
digital brand, sports brand, fan engagement, social media

Abstract:
The purpose of this paper is to emphasize the importance of developing a digital brand for sports organisations. The use of digital technologies had changed the sports industry. New technologies and fast changing trends demand a deeper understanding of specific sports markets and customer needs, and this work will try to identify those needs. This paper relies on a literature review and theoretical framework related to sports brands and customer behavior. The findings imply that sports organizations and athletes had recognized the benefits of having a strong digital brand, but they still do not exploit the brand attributes’ full potential. They are highly active and present on social media, but there is still a lot of room for improvement when it comes to the use of their digital channels. The conclusions of this paper should bring about a better understanding of digital sports brands and their impact on sport business.

CITATION:

IEEE format

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T. Stefanović, S. Alčaković, “The Importance of Creating Digital Brands in Sports,” in Sinteza 2020 - International Scientific Conference on Information Technology and Data Related Research, Belgrade, Singidunum University, Serbia, 2020, pp. 246-252. doi:10.15308/Sinteza-2020-246-252

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Stefanović, T., Alčaković, S. (2020). The Importance of Creating Digital Brands in Sports. Paper presented at Sinteza 2020 - International Scientific Conference on Information Technology and Data Related Research. doi:10.15308/Sinteza-2020-246-252

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