ABSTRACT
This chapter extends the promotional aspects of sport marketing into the constantly evolving areas of social, digital, and mobile media and technologies. The reader will gain an appreciation of the evolution of social media and networking as an integral tool for enhancing the implementation of sport marketing practices. Initially by explaining what social media and social networking are, the reader will be taken through the various Web 2.0 platforms, the history of social media, characteristics of social media users, marketing opportunities available for sport organizations in social media, and how to measure social media effectiveness. In addition, the areas of digital media and mobile technologies will be covered. The reader will learn about the divergence of sport broadcasting, including how social media is now moving into the digital space. Future trends, including augmented reality (AR) and virtual reality (VR), will be discussed, as well as a discussion about determining how mobile friendly a sport marketer needs to be.
