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Innovation Trends and Commercialization Strategies in Sports Brand Marketing under Globalization and Digital Transformation
- 1 University of Northampton
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Abstract
With the acceleration of globalization and the rapid development of the sports industry, the status of sports brand marketing in the global economy has become increasingly prominent. Therefore, it is very necessary to analyze the development of sports brand marketing in the context of digital transformation and market globalization. Through the current situation analysis, this study reveals how sports brands use digital marketing tools such as social media, virtual reality, and online live broadcasting to optimize consumer interactive experience, expand market coverage, and maintain competitiveness in the international market. At the same time, the combination of precision marketing and cultural diversity strategies enhances the emotional connection between brands and consumers and enhances international market influence. However, this study points out that excessive commercialization may weaken consumer loyalty, and brands need to strike a balance between innovation and commercialization to ensure long-term value. However, the limitation of this article is that the main source of data is public cases and literature analysis. In the future, questionnaires or interviews can be used to further explore consumers' acceptance and preference for sports brand marketing strategies in different cultural backgrounds, so as to provide support for brands to formulate more targeted strategies.
Keywords
Sports Brand Marketing, Globalization, Digital Transformation, Innovation Trends, Commercialization Strategies
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Cite this article
Liang,Y. (2025). Innovation Trends and Commercialization Strategies in Sports Brand Marketing under Globalization and Digital Transformation. Advances in Economics, Management and Political Sciences,165,51-56.
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Volume title: Proceedings of the 3rd International Conference on Management Research and Economic Development
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