In recent years, the development of technology and innovations in the general marketing field has grown at unprecedented rates. The strategies for marketing and promotion execution have been changing dramatically due to technological advances such as the internet, video gaming systems and personal communication devices. Communicating and maintaining relationships with current customers and new consumers is now interconnected with technology more than ever imagined.
There is little doubt that brands in all industries (de Chernatony, 2006) have changed significantly in the past two decades given the growth of interactive technologies. Not surprisingly, the adoption of these strategies has begun to percolate into aspects of sport marketing and management. However, in the context of sport as an experiential product, marketers now control less information, and are required to adapt to the role of an information facilitator. Sport organizations adopting technological based strategies such as online gaming, fantasy leagues and text message score updates are a testament to this adaptation. Yet despite the growth of various technologies and their use in sport marketing, research that examines the use and effectiveness of these tools has been slow to develop.
This special issue explores the intersection of emerging technologies and sport marketing. It is anticipated that it will act as a collective source for a variety of topics due to the interdisciplinary nature of emerging technologies in the sport industry. Specifically, the issue will examine how the field of sport marketing is utilizing, adopting, and developing technology to promote and market sport entities. The research to be published in this issue will provide insight into the use of various different technologies for both academicians and practitioners, and likely point towards areas for future investigation within this constantly evolving segment of the sport industry. Quantitative, qualitative and conceptual approaches are all encouraged.
Submissions are welcome from a broad range of topics which explore emerging technology applications in sport marketing, including, but not limited to:
- Innovative technologies in sport marketing
- Creative uses of hardware and software for promotions
- Technology use in brand building
- The use of social networking in sport marketing
- Database marketing applications
- Virtual advertising
- Emergence of 3D TV and its potential applications in sport marketing
- The cell phone as a marketing tool
- Secondary ticketing and dynamic pricing web based applications
- Event broadcasting solutions
- Motivations for use of various technologies from a consumer focus
- Impact of technology use on sport consumer behaviour
- The use of technology in corporate sponsorship leveraging activities
Deadline for Submission: December 31, 2010