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 language | English |
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Title of host publication | Advancing the Marketing Technology (MarTech) Revolution |
Editors | Minh Tung Tran |
Publisher | IGI Global Publishing |
Chapter | 9 |
Pages | 233-272 |
Number of pages | 40 |
ISBN (Electronic) | 9798369343623 |
ISBN (Print) | 9798369343616, 9798369348765 |
DOIs | |
Publication status | Published - 10 Dec 2024 |