Digital Tools in Strategic Global Sports Brand Management

Kulikov Daniil (), Kuzmina-Merlino Irina () and Bodet Guillaume ()
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Kulikov Daniil: Universite Claude Bernard Lyon, France/Transport and Telecommunication Institute, Latvia
Kuzmina-Merlino Irina: Transport and Telecommunication Institute, Riga, Latvia
Bodet Guillaume: The Universite Claude Bernard Lyon 1, Lyon, France

Economics and Culture, 2024, vol. 21, issue 2, 225-237

Abstract: Research Purpose. The purpose of this research is to examine the strategic use of digital tools in global sports brand management, with a focus on how these tools, including the Strategic Colour-Coded System (SCCS), can enhance global fan engagement. Research Methodology. This study employs a mixed-methods approach, combining qualitative analyses of sports marketing strategies with quantitative data on fan engagement and market penetration. It specifically investigates the implementation and impact of the SCCS in translating and distributing content to international audiences, evaluating its effectiveness in the context of global sports. Findings. The findings will display how the SCCS can enhance the global management of sports brands, facilitating deeper engagement with diverse audiences and enabling sports entities to effectively penetrate new markets. The study highlights how to connect with spectators in Europe and Asia utilizing SCCS and digital platforms. Originality and Practical Implications. This study introduces the Strategic Colour-Coded System (SCCS) for sports brand management, a digital tool that enhances global audience engagement by facilitating cross-cultural fan interaction and strengthening connections in a global sports context. It offers valuable insights for sports federations, clubs and marketers aiming to expand internationally.

Keywords: Global sports; Brand management; Digital tools; Strategic Colour Coding System SCCS. (search for similar items in EconPapers)
JEL-codes: M31 O32 (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:vrs:ecocul:v:21:y:2024:i:2:p:225-237:n:1014

DOI: 10.2478/jec-2024-0029

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