This dissertation was written as part of the MSc in Management at the International
Hellenic University.
The development of marketing the last decade due to the emergence of social media
has influenced also the sports industry. Everyone is trying to adapt to this new trend
due its broaden audience and to the popularity of the sports. Social Media are
nowadays leading the marketing world and consequently leading the sports marketing
sector as well. Brands, athletes and sports clubs are benefiting by advertisements
through social media economically and in popularity, considering it is the less
expensive way of getting a campaign published meanwhile having the most viewers.
However such a marketing strategy involves some risks. One of the main risks can be
the lack of uniqueness of such a campaign, as everyone is implementing this type of
strategy it is challenging to stand out. Moreover, concerning the endorsement deals
signed by athletes with brands a misbehavior of athletes can lead to a inappropriate
image both for the brand and the athlete. If the right practices and tools are
implemented to the sports marketing strategy every party involved can be benefited
and it can lead to a successful and profitable marketing strategy in the sports industry
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