Maximising Sponsorship ROI in an Omni-Channel World

Norris Scott

Journal of Digital & Social Media Marketing, 2017, vol. 4, issue 4, 318-328

Abstract: Many big brands use sports marketing as an important ingredient in their overall marketing mix. As today's sports marketing landscape is constantly evolving, rights holders need to adapt to meet the new demands of clients. Conversely, big brands need to adapt to stay current with consumers and fans. This paper showcases NASCAR's progressive approach to meeting these changes through relationship management that focuses on social and digital initiatives. Omni Channel strategies using data are a focal point for NASCAR in their effort to drive value to partners.

Keywords: sports; sponsorship sales; analytics; omni-channel marketing; social media; digital; relationship management; mobile; fan engagement (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2017
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