Opportunities and challenges of leveraging Artificial Intelligence (AI) in sport marketing

Sardar Mohammadi, Sjjad Pashaie, Seyyed Iman Ghaffarisadr, Mike Rayner

Research output: Chapter in Book/Report/Conference proceedingChapter (peer-reviewed)peer-review

Abstract

As digital technologies continue to evolve and consumer behavior shifts, AI has become a critical tool for enhancing marketing strategies in the highly competitive sports industry. The use of artificial intelligence (AI) in sports marketing as an important innovation brings many opportunities and challenges. The emergence of AI as an effective tool in sports marketing allows for more detailed analysis of fan behavior and the creation of personalized strategies. Various AI technologies, including machine learning (ML), natural language processing (NLP), and computer vision (CV), are introduced and real-world examples of their applications in sports marketing are presented. These opportunities include personalized engagement with fans, data-driven strategies for personalization and optimization of revenue streams through predictive analytics. In this chapter, the current state of sports marketing as well as the successful implementation of AI in sports marketing are reviewed.
Original languageEnglish
Title of host publicationAdvancing the Marketing Technology (MarTech) Revolution
EditorsMinh Tung Tran
PublisherIGI Global Publishing
Chapter9
Pages233-272
Number of pages40
ISBN (Electronic)9798369343623
ISBN (Print)9798369343616, 9798369348765
DOIs
Publication statusPublished - 10 Dec 2024

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