Abstract
In the contemporary sports industry, big data analytics [BDA] has become a cornerstone of marketing, fundamentally reshaping how sports organizations engage with their audiences by providing unprecedented opportunities for personalization and deeper fan connections. Sports organizations, by utilizing a diverse array of data sources, ranging from ticket sales and social media interactions to in-venue sensor data, can construct detailed profiles of their fanbase, facilitating highly targeted marketing strategies and personalized content that align closely with individual preferences and behaviors. This paper delves into the strategic deployment of BDA across the sports sector, emphasizing its role in customizing fan experiences, optimizing operational processes, and crafting immersive interactions that elevate fan engagement and loyalty. Adopting a theoretical approach, the research seeks to illuminate how BDA can be harnessed not only to boost fan engagement but also to streamline operational efficiencies. It further addresses the challenges and considerations that come with implementing these cutting-edge strategies and introduces a set of recommendations to successfully navigate the challenges. Through this exploration, the paper highlights the transformative impact of BDA on redefining fan interactions and engagement within the sports landscape. Ultimately, the paper underscores BDA’s transformative role in redefining fan interactions and engagement in sports, providing strategic insights for practitioners and suggesting paths for future research to further capitalize on this dynamic digital landsca
Original language | English |
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Article number | 3075 |
Journal | Business and Management Theory and Practice |
DOIs | |
Publication status | Published - 2025 |
Keywords
- sports marketing
- big data analytics [BDA]
- personalized experience
- operations efficiency
- fan engagement strategies
- marketing strategies