Evolution of Sports Marketing: Wimbledon's approach to Digitalization

Velagapudi, Bhavya (2020) Evolution of Sports Marketing: Wimbledon's approach to Digitalization. Masters thesis, Dublin, National College of Ireland.

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Abstract

Sports events are some of the significant sources of entertainment – often delivering its viewers an intensely thrilling and emotional excitement. Millions of fans worldwide unite to watch some of the greatest sports events like the world cup, the Olympics, the world-series – engaging fans, and even people who do not regularly play sports alike. Marketers realize the kind of attention that sports events receive and have been advertising their products and creating campaigns to raise awareness for a very long time. Millions of dollars are spent by brands on advertising and sports marketing initiatives.

With the rapid change in technology and digitalization, sports marketing has grown over the past few decades. The availability of many Digital media apps has made it easy for people to hear or learn about something they are interested in, effortlessly. News articles, live scores, sports event updates, and other content-centered articles are easily available and brought to us to our hand-held mobile phones, tablets, etc.

This thesis aims to observe various strategies and methodologies implemented by the Major Sports organizations to draw in the attention of the audience belonging to different groups and interests. Digital aspects being the primary area of focus including the use of social media trends, endorsements with famous athletes in campaigns, and its impact on driving fans’ attention and other growing sectors of sports marketing and entrepreneurship. The study revolves around the advancement of marketing techniques from traditional to modern and digital techniques over the years, taking into account on how Wimbledon’s traditional image has been radically transformed into a global brand, gaining a lot of attention on social media.

Followed by a detailed Literature review, which explains the current marketing/advertising strategies and some of the factors that influence marketing. The development of the Internet has brought upon a new marketing model by changing the way people are connected. The purpose of this research is to distinguish how Sports events have shifted their focus towards digital marketing – primarily observing Wimbledon’s innovative shifts to the media landscape. The theoretical part of this thesis explains how Social media can be a potential medium for reaching out to a large global audience and some of the key factors that can impact a brand’s visual identity over various platforms. After this acquired ideas and knowledge from a lot of sources, including literary-articles, blogs, magazines, videos, News-paper reports, and academic journals with extensive research. Additionally, a few sets of questionnaires were prepared regarding the awareness of social-media, engagement of people on various platforms, and the impact of advertising on the audience. The results of these questionnaires were collected from the survey conducted on a sample size of more than 100 people. This is taken out through data analysis, which is collected from the quantitative approach used for data collection.

Item Type:	Thesis (Masters)
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HF Commerce > Marketing
Divisions:	School of Business > Master of Science in Management
Depositing User:	Dan English
Date Deposited:	06 Feb 2021 15:08
Last Modified:	06 Feb 2021 15:08
URI:	https://norma.ncirl.ie/id/eprint/4689

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