ABSTRACT
This chapter explains the application of digital and social media approaches to sport marketing, including the new kinds of thinking they require. It explores the kinds of technologies and tools that are available to sport marketers and considers the influence that digital marketing and media have on the sport marketing mindset. The chapter describes how all of these digital platforms are revolutionising sport marketing and have justifiably become essential tools in the toolkit. The digital sport marketing principles can be used to help achieve the positioning strategy specified as an outcome of following the Sport Marketing Framework. Integration plays a central role in effective digital marketing because consumers are using their smart phones and mobile devices for Internet browsing almost as much as through computers. It examines social media as the most powerful integrative tool in the digital sport marketing space.
