Sports Marketing and Social Media

Sports Marketing and Social Media

Reza Mohammadkazemi (University of Tehran, Iran)
DOI: 10.4018/978-1-5225-5475-2.ch007
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In this chapter, we are going to focus on the impact of Social media to change the marketing world in every industry. Social media marketing (SMM) has had a particular impact in the field of sports marketing. Social media in sports has effectively rendered a new style of communication with important implications for the field. The fans' connection to sports is changing and social media is creating a whole new channel for the fans to interact and be a part of the action beyond that which they may hope to achieve by physically being present at the stadium or the ballpark. Sports organizations today are reliant upon social media for their continued success and growth. This chapter describes how social media is being used amongst sports organizations and how it has changed the sports industry.
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Sport is not just a game. Ever since the first bookkeeper took the first bet from the first punter on a game’s result, sport has been a business. Sports constitute big business. For instance, the combined, the four big leagues in America, National Basketball Association (NBA), Major League Baseball (MLB), the National Football League (NFL) and the National Hockey League (NHL) generate approximately $23 billion in revenue over a typical year; and, that’s just the tip of the iceberg. U.S. sporting equipment sales at retail sporting goods stores are $42.6 billion yearly, according to U.S. government figures. The myriad avenues for profit in the sports industry contribute its complexity; these include ticket sales, sports video games, licensed products, and copyrights, sporting goods, sports-related advertising, Sport Media, stadium naming fees and facilities income. Social media can be an effective solution to increasing revenues by targeting the various avenues for profit effectively (Plunkett, 2012)

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