University of Twente Student Theses
The Future of Sports marketing: Engaging fans Through Metaverse strategies
Akköse, K.A. (2024) The Future of Sports marketing: Engaging fans Through Metaverse strategies.
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| Abstract: | The metaverse, an upcoming digital environment where people interact, work, shop with each other in three-dimensional worlds, gained interest across various industries, including sports. This study explores the potential of metaverse marketing strategies within the sports sector, focusing on fan engagement and business outcomes. Despite the growing popularity of the metaverse, there is limited understanding about it. Through qualitative research involving interviews with professionals and experts in the sports industry, this study identifies and analyzes the most effective metaverse marketing strategies. The findings reveal that while traditional methods remain valuable, there is a potential of the metaverse to change ways fans can engage. Strategies such as, virtual merchandise, augmented reality games, virtual reality stadiums. It also provides businesses with new ways to reach their audiences, foster a sense of community among fans, create new revenue streams and for businesses to maintain a competitive edge. The research highlights the importance of a cautious yet proactive approach to consider and integrate metaverse technologies. |
| Item Type: | Essay (Bachelor) |
| Faculty: | BMS: Behavioural, Management and Social Sciences |
| Subject: | 85 business administration, organizational science |
| Programme: | International Business Administration BSc (50952) |
| Link to this item: | https://purl.utwente.nl/essays/100151 |
| Export this item as: | BibTeX EndNote HTML Citation Reference Manager |
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