1. Introduction

With the acceleration of globalization and the rapid development of the sports industry, the sports industry is gradually becoming an important part of the global economy [1]. Sports events are becoming increasingly internationalized, and major events such as the Olympics, the World Cup, and the Super Bowl have become the focus of the world. For example, the 2022 Qatar World Cup attracted more than 5 billion viewers, becoming one of the most attended sports events in history [2]. This data show that sports events not only have extremely high viewing value, but also provide an excellent display platform for brands. Digital technology has further revolutionized the sports industry. This change provides brands with more ways to reach consumers, such as social media interaction, virtual reality (VR) experience, and online live broadcast. The rapid development of globalization and digitalization also brings challenges [3]. While expanding their global influence, brands need to pay attention to balancing localization needs. At the same time, excessive commercialization may lead to a decline in consumer loyalty. Some brands focus too much on short-term benefits and ignore consumer experience, which is not conducive to the long-term value of the brand. Therefore, how to find a balance between innovation and commercialization has become an urgent problem for sports brands. This study aims to explore the innovation trend and commercialization strategy of sports brand marketing under the global perspective through current situation analysis and case study. Analyze the development characteristics of the sports industry under digital transformation and market globalization, reveal the latest dynamics of current sports brand marketing, and explore the path for brands to maintain competitiveness in the global market.

2. Reviewing the Current Situation and Development Trend of Sports Brand Marketing

2.1. Definition and Characteristics of Sports Brand

A sports brand refers to a brand with a unique market positioning and cultural identity in the field of sports, covering sports equipment, event operation, athlete image and other forms. Its core lies in building brand loyalty and spreading sports spirit by satisfying consumers' sports needs. The main characteristics of sports brands include high market emotional connectivity, diversified target markets and strong cultural symbolism [4]. Nike's "Just Do It" is not only an advertising slogan, but also a spiritual symbol of courage and persistence. Nike's brand value in the global market highlighting the far-reaching influence of sports brands in the minds of consumers. Sports brands are uniquely dynamic compared to brands in other sectors, as they are directly connected to consumers' emotions. For example, by sponsoring top events such as the Olympics, Adidas has directly impacted the emotional resonance of sports fans around the world, while also expanding the brand's cultural outreach.

2.2. Global marketing trends in recent years

In recent years, the global marketing trend of sports brands has been characterized by the dual drive of digital transformation and precision marketing. With the popularization of the Internet, sports brands have shifted their focus to digital platforms, using social media, e-commerce and virtual reality to build consumer interactive experiences.

The rise of social media platforms, especially visual and interactive platforms such as Instagram, TikTok and Twitter, has opened up new marketing opportunities for sports brands. For example, Nike has surpassed 270 million followers on Instagram and achieved global brand coverage by posting athlete stories, product demonstrations and user-generated content (UGC). Meanwhile, data-driven precision marketing is gradually becoming a core strategy for brands. By analyzing consumer behavioral data, brands are able to provide customized content based on individual preferences, such as recommending specific products or live event services. Nike's e-commerce platform contributed 26% of its total revenue in 2023 through big data analytics [5]. Changes in demand in the globalized market have led to a greater focus on cultural diversity and localization strategies. Adidas has launched special collections with local cultural elements in the Chinese market, such as the "Chinese New Year" limited edition shoes, and through this combination of cultural symbols, it has established an emotional connection with local consumers. This strategy of globalization and localization has enabled sports brands to occupy a favorable position in the market competition in various regions [6].

2.3. Cross-border cooperation and diversification of sports brands

Cross-border cooperation and diversification of sports brands have become one of the main strategies to enhance brand influence and expand market coverage. This development is not only limited to resource integration within the sports field, but also includes cross-border cooperation with the entertainment, fashion and technology fields, thus forming a broader ecosystem. Nike's collaboration with luxury brand Dior on the co-branded Air Jordan series of shoes has not only become a popular item in the global market, but also reinforced the brand's fashionable positioning among young consumers. According to Hypebeast, the secondary market price increased by more than 300% after the series went on sale. The cooperation between sports brands and non-sports industries also showed a diversified trend, especially in the deep integration of the entertainment industry. Adidas cooperated with the Marvel Cinematic Universe (MCU) to launch a superhero-themed series of products, successfully attracting young consumer groups and expanding the brand's international popularity with the global influence of Marvel movies. Such cross-border cooperation has helped brands transcend traditional market boundaries and enter broader cultural circles, while creating significant economic benefits. For example, Adidas 2022 saw a 15% increase in sales from its partnership with Marvel.

Sports brands are also increasingly focusing on partnerships with the tech sector, and by embedding wearables or developing innovative sports products, brands are offering consumers a more technologically personalized experience. The HOVR series of running shoes launched by Under Armour is equipped with smart chips and data analytics that provide users with real-time sports data and feedback. The application of this technology not only enhances the functional value of the product, but also increases the brand's sense of technology, helping it stand out in the competition. Cross-border cooperation and diversification not only bring market expansion opportunities for sports brands, but also effectively enhance brand value. However, this trend also puts higher demands on brands' resource integration ability and cultural sensitivity. Maintaining brand uniqueness in the midst of integration has become a key issue for sports brands to explore in the long run.

3. Innovative Marketing Strategies for Sports Brands

3.1. Innovative marketing tools and methods

With the rapid development of technology, the marketing tools and methods of sports brands are also constantly innovating, building a closer interactive experience between brands and consumers [3]. Virtual Reality (VR) and Augmented Reality (AR) technologies are among the innovative tools that have attracted much attention in recent years, and these technologies have brought immersive brand experiences to consumers. For example, Nike has dramatically improved the online shopping experience and consumer satisfaction with its "Virtual Try-On" feature, which allows users to try on sneakers on an AR platform [3]. The rise of user-generated content (UGC) and the fan economy has provided brands with more low-cost, high-impact communication methods. By encouraging consumers to share their usage experience, event participation or sports life on social media, sports brands have developed a brand promotion model that users actively spread. For example, Adidas launched the "Run for the Oceans" campaign, which utilizes the running data uploaded by users to donate to an environmental fund. This marketing campaign, which combines public welfare and UGC, has attracted the participation of millions of users and significantly enhanced the brand's social responsibility image. Adidas reported that the campaign attracted a total of 2 million participants in 2022, generating more than 100 million social media impressions.

The application of artificial intelligence (AI) and big data analytics is also driving precision in sports brand marketing. For example, by analyzing consumer behavior data, brands are able to recommend personalized products and services for different users. The "MapMyRun" app launched by Under Armour not only provides running route planning and exercise data recording, but also customized exercise suggestions based on user data feedback, and this kind of intelligent service effectively strengthens the stickiness between brands and users. According to market researcher CB Insights, the application of AI technology in sports marketing is expected to grow by 35% in the next five years, becoming a key driver of brand innovation. The application of innovative marketing tools and methods is enabling sports brands to shift from the traditional one-way communication model to a consumer-centred interactive experience model. This technology-enabled marketing approach not only improves the communication efficiency of brands, but also establishes a modern and technological image for them and enhances their market competitiveness.

3.2. Interaction between sports events and brand innovation

Sports events have always been the core carrier of sports brand marketing, and in recent years, the form of interaction between brands and events has been constantly innovated, further enhancing the sense of participation and experience of consumers through the combination of technology and creativity [7]. The digitization and interaction of live broadcasting is a typical representative. Through multi-platform and multi-form live broadcasting of events, brands not only expand the audience coverage of the event, but also realize instant brand promotion. For example, during the 2022 World Cup in Qatar, Adidas launched a real-time voting function through social media platforms, allowing viewers to participate in the selection of the best goals, and combined with an e-commerce link to jump directly to the merchandise page related to the tournament. This interactive marketing model helped Adidas increase its online sales by 28% year-on-year during the World Cup. The application of big data analytics provided sports brands with stronger personalization capabilities in tournament interactions. Nike partnered with the NBA to push personalized tournament highlights and merchandise recommendations to different users by analyzing real-time data from viewers. This innovative model of combining event content and brand promotion not only increases viewers' attention to the event, but also significantly improves the conversion rate of branded products.

Athletes' social media influence is a significant resource for brand innovation and interaction. In recent years, sports brands have directly interacted with consumers through athletes' personal social platforms, expanding the depth and breadth of brand communication. Portuguese soccer star Cristiano Ronaldo has more than 500 million followers on Instagram, and the series of sneakers he endorses for Nike is showcased through short videos that have attracted millions of clicks and triggered a large number of retweets. According to Influencer Marketing Hub, each piece of Ronaldo's branded collaborative content has a media value of up to $3 million, generating huge commercial returns for Nike. The use of virtual reality technology and immersive experiences at sporting events has also created new possibilities for interaction between brands and audiences. For example, Puma has partnered with a virtual event platform in 2023 to launch a customizable sneaker that consumers can try on and purchase in a virtual scenario. This form of interaction combines virtual and reality not only brings brands and consumers closer together but also makes the brand image more cutting-edge and innovative.

4. Implementation of Commercialization Strategies in Sports Brands

4.1. Profit Mode of Sports Brands

The profit model of sports brands mainly revolves around commercialization, license sales, media cooperation, and event marketing, which are used to achieve commercial goals through diversified sources of income. In terms of commoditization, brands derive their main revenue through the sale of core products such as sports shoes, apparel and accessories. Nike's global sales reached $51.36 billion in 2023, with footwear contributing about 60% of the revenue [8]. In addition, the launch of limited edition products and customized services has also become an important revenue growth point for the brand, as exemplified by the launch of Nike's Air Jordan series, which has achieved sustained market heat and high premiums through its limited-release and star effect. Media cooperation and advertising revenue are important additions to brand commercialization. Sports brands acquire advertising implantation rights and event naming rights through cooperation with major events. For example, Puma's long-term cooperation with Formula 1 races has brought its brand high-frequency exposure and an international image. Sports brands are gradually exploring profit models related to the digital economy, such as e-commerce platform sales and virtual goods development. The debut of Nike's virtual sneaker product on the Metaverse platform generated millions of dollars in sales revenue, demonstrating the potential of digital profit models. This innovative profit model not only expands the brand's revenue stream, but also further enhances its technological image.

4.2. Risk Management in Commercialization Strategy

In the process of pursuing commercialization benefits, sports brands face many risks and need to maintain their long-term competitiveness through effective risk management strategies. Maintaining the brand image is the core of risk management. Since sports brands are usually highly tied to athletes' images, athletes' personal behaviors may directly affect the brand's reputation. For example, when some star athletes cause negative public opinion due to their personal behavior, the brands concerned have to take public relations measures quickly to reduce the impact. When Nike faced a crisis related to the image of its endorser, it managed to minimize the negative impact by quickly releasing an official statement and strengthening communication with the public. Over-commercialization may lead to a decline in consumer loyalty. Consumers' trust and loyalty to a brand are closely related to the brand's social responsibility performance. Some consumers have accused certain sports brands of being "profit-oriented" due to the frequent launch of high-priced limited edition products, which may damage the long-term image of the brand. For example, Adidas has been criticized by some consumers for focusing too much on commercial interests and neglecting local needs in some markets, which has led to resistance from some consumers. To address this issue, brands need to find a balance between short-term profits and long-term loyalty.

The issue of data security in the application of technology is also a risk that sports brands need to pay attention to. With the deepening of digital transformation, brands need to collect and process large amounts of consumer data for precision marketing and personalized services. However, data breaches or misuse can trigger serious legal and reputational risks. For example, certain sports brands have suffered hefty fines and loss of public trust as a result of data breaches. To address this risk, brands should strengthen data encryption technology and privacy protection mechanisms to ensure the security of consumer data. International market expansion may face the risk of cultural conflicts and inconsistent regulations, and sports brands need to adjust their marketing strategies in different markets to adapt to local cultures and regulations. For example, Nike's controversy over ignoring cultural differences when entering certain markets warns that brands should strengthen their cultural sensitivity and localization strategies when expanding globally.

5. Conclusion

In conclusion, this paper reveals the core characteristics of the innovation trend and commercialization strategy of sports brand marketing in the context of globalization and digitalization. Through digital marketing tools, sports brands have optimized the interactive experience of consumers, expanded market coverage, and maintained high competitiveness in the global market. In addition, the combination of precision marketing and cultural diversity strategies has not only enhanced the emotional connection between brands and consumers, but also enhanced the brand's influence in the international market. However, this paper also emphasizes that excessive commercialization may weaken consumer loyalty, and brands need to find a balance between innovation and commercialization to achieve long-term value.

However, this study has certain limitations. The data is mainly based on public cases and literature analysis, lacking in-depth quantitative research from the consumer perspective. Future research can explore consumers' acceptance and preference for sports brand marketing strategies in different cultural backgrounds through questionnaires or interviews.