Document Type
Book Review
Publication Date
2024
Abstract
Sport organizations have capitalized on economic, consumer, and media trends, harnessing the emotional significance of sport to connect with consumers. Digital transformation has revolutionized how these organizations manage their operations and engage with consumers. The 2012 London Olympics was a pivotal moment, marking a technological and marketing milestone in live sport mega events. It served as a catalyst for the convergence of digital technologies, media innovations, and creative business strategies among ecosystem partners. This convergence resulted in a new digital paradigm for sport events, enabling sport organizations and their brand partners to engage and interact with audiences worldwide. The London Olympics also contributed to innovative approaches to sport media and sponsorship rights (Santomier et al., 2016). Through effective management of innovations in collaborative information and communication technology (ICT) and social media marketing (SMM), the 2012 London Olympics ushered in a new technological era for live sporting events worldwide.
DOI
10.1016/B978-0-443-13701-3.00209-7
Recommended Citation
Santomier, J. (2024). Digital transformation: The global sport industry. In Reference module in social sciences. Elsevier. Doi: 10.1016/B978-0-443-13701-3.00209-7
Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.
