Digital marketing is a profitable avenue for businesses involved in the sports industry (Perrin 2012). Digital marketing is the promotion of products or brands through various channels of electronic social media which allows businesses to analyse their marketing strategies to determine which is most effective in real-time (Perrin 2012).
Through social media, sport rights holders can engage fans in new communication channels which can be measured and valued as a new commercial opportunity with sponsors (Miller and Cave 2015). Additionally, businesses that get involved through sponsorship and social media promotions, also benefit from increased brand affinity and loyalty (Miller and Cave 2015).
Social networks are the shortest, fastest and most direct way to reach your audience through athletes who, in that specific community, have more credibility than anyone. Athletes provide their sponsors with a consumer base of millions of people who every day are interested in what they do, what they feel, what they consume (Bacon 2015; Miller and Cave 2015; Johan Cruyff Institute 201). Additionally, social media marketing saves athletes time and hassle from having to be directly involved in traditional advertisements.
Digital marketing offers tremendous opportunities for sports sponsorship- increase revenue, segmented market, and greater dynamic fan base. Its costs are less compared to physical mediums and it allows sponsors to customize products to meet segmented markets based on different socioeconomic demographics.