STRATEGIC MANAGEMENT OF SPORTS ORGANIZATIONS IN THE CONTEXT OF DIGITAL TRANSFORMATION: A THEORETICAL FRAMEWORK AND IMPLICATIONS FOR SPORTS MARKETING
Keywords:
digital transformation, strategic sport management, sports marketing, fan engagement, digital ecosystemAbstract
This paper analyzes the strategic management of sports organizations in the context of digital transformation, with a focus on implications for sports marketing. The aim of the paper is to develop an integrative theoretical framework linking digital transformation, organizational capabilities, and value creation in sport. The study is based on a review of contemporary literature on digital strategy, dynamic capabilities, and digital innovation. Digital transformation is conceptualized as a strategic shift involving the reconfiguration of business models and positioning within digital ecosystems. The findings indicate that sports marketing is evolving from a promotional function to a strategic function focused on managing relationships, data, and fan value, with increasing importance of analytics, personalization, and digital monetization. The paper contributes to the literature by integrating strategic management and sports marketing into a unified conceptual framework.Downloads
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