Digital Media and Its Use in Sports Marketing: Turkish Airlines Euroleague Basketball Final Four 2021
Digital Media and Its Use in Sports Marketing: Turkish Airlines Euroleague Basketball Final Four 2021

Summary/Abstract: New media has brought changes that impact sports marketing strategies such as a strong focus on the use of social media for fan engagement, over-the-top streaming platforms for sports broadcast, immersive technologies, and new data collection and analyticstools. With the COVID-19 pandemic the sports industry was disrupted and digital media became an invaluable tool for fan engagement and to give visibility to marketing partners and sponsors. This paper presents the Turkish Airlines Euroleague Basketball Final Four 2021 case study with a focus on the decision-making process for adopting new media and technologies. The situation was unprecedented in the history of the event, as the global pandemic forcead the event to be held behind closed doors. Euroleague Basketball managers were interviewed after the 2021 Final Four to provide the event organizer’s perspective, and the results from a survey undertaken at the 2019 Final Four are used to contrast information with the 2021 experience. Findings reveal that the digital strategies achieved their objectives and a drive existed to further accelerate digital transformation processes in Euroleague Basketball and its wider ecosystem.

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