Marcela Garza Segovia
International School of Commerce and Digital Economy, La Salle – Ramon Llull University, Barcelona, Spain
[ 1 ] - Digitalization and Sports Sponsorship Strategy: A Review and Research Agenda
Background. The sports industry has been transformed through digitalization processes. One traditional area of sports marketing strategy that has changed significantly is sponsorship. Objectives. To reveal how digitalization has impacted sports sponsorship strategies according to the findings of academic articles in leading sports management journals. In light of the dramatic transformation of...
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