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Assessing the Impacts of Digital Marketing and Sponsorship on the Football Industry as a Business and Their Implications on Fan Engagement

Barve, Yash Dilip (2023) Assessing the Impacts of Digital Marketing and Sponsorship on the Football Industry as a Business and Their Implications on Fan Engagement. Masters thesis, Dublin, National College of Ireland.

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This dissertation aimed to explore the impacts of digital marketing and sponsorship on the football industry as a business and their implications on fan engagement. The study examined three primary objectives concerning sports marketing and management: fans’ social media engagement with football teams, sponsorship recognition and corporate reputation, and athlete-generated content and fan experience. The objectives were achieved by collecting data from fans and management of football clubs in the English Premier League and Indian Super League, analyzing the data using statistical methods, and reviewing relevant literature on digital marketing, sponsorship, and fan engagement.

The findings highlighted the criticality of social media platforms for football teams to engage with their fanbase and promote their brand equity. The importance of consistent and high-quality content creation and sharing for achieving optimal fan engagement and maintaining an active presence on social media was highlighted by both the fan perspective and the club management perspective. Additionally, the study provided valuable insights into the factors that influenced fan engagement with social media content related to their favourite football teams and the factors affecting their purchasing decisions related to sponsors of their favourite teams. The study's results also emphasized the role of athlete-generated content in enhancing the fan experience.

Overall, this research contributes significantly to the existing literature on sports marketing and management by providing new insights into the preferences and attitudes of football fans towards social media engagement with their favourite teams and the impact of sponsorship and corporate reputation on fan engagement and purchasing decisions. The study's findings have practical implications for sports organizations, sponsors, athletes, and fans, emphasizing the importance of considering the preferences and attitudes of fans in developing effective sports marketing and management strategies. Future research should focus on exploring the potential of new data sources and technologies, such as artificial intelligence and machine learning, to provide more comprehensive insights into fan behaviour and preferences.

Item Type: Thesis (Masters)
Cullen, Brendan
Subjects: H Social Sciences > HF Commerce > Marketing > Consumer Behaviour
H Social Sciences > HF Commerce > Marketing > e Marketing
H Social Sciences > HF Commerce > Marketing > Advertising > Endorsements in advertising
G Geography. Anthropology. Recreation > GV Recreation Leisure > Sports > Sports Sponsorship
Divisions: School of Business > Master of Science in International Business
Depositing User: Tamara Malone
Date Deposited: 21 Aug 2023 12:17
Last Modified: 21 Aug 2023 12:17

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