Brand Platform In The Professional Sport Industry: Sustaining Growth Through Innovation
by Jingxuan Zheng /
2018 / English / PDF
2.8 MB Download
This book examines how the emergence of new media brings brought
challenges to the North American sport industry, discussing
challenges in terms of a shift from an information economy to an
attention economy perspective. Historically, the arrival of new
forms of media, including radio and television, were not
universally supported by sports leagues, wary of existing
industry relationships with stakeholders, and new media have made
the multi-sided market model of professional sports leagues –
which has focused on protection and exploitation of league
content – inefficient, and calls for a new model to integrate new
media into the market. By integrating platform theory with the
Service Dominant Logic (SDL) of marketing we describe how the
multi-sided market of professional sports is evolving into a
platform ecosystem, and the role of its most important customers
– the fans – will also evolve from end users, to value
co-creators, complementors and innovators.
This book examines how the emergence of new media brings brought
challenges to the North American sport industry, discussing
challenges in terms of a shift from an information economy to an
attention economy perspective. Historically, the arrival of new
forms of media, including radio and television, were not
universally supported by sports leagues, wary of existing
industry relationships with stakeholders, and new media have made
the multi-sided market model of professional sports leagues –
which has focused on protection and exploitation of league
content – inefficient, and calls for a new model to integrate new
media into the market. By integrating platform theory with the
Service Dominant Logic (SDL) of marketing we describe how the
multi-sided market of professional sports is evolving into a
platform ecosystem, and the role of its most important customers
– the fans – will also evolve from end users, to value
co-creators, complementors and innovators.
This book will create a new way of understanding the evolution of
professional sports leagues and future growth of the industry,
and lay the foundation for new research within the academic realm
of sport management and sports marketing.
This book will create a new way of understanding the evolution of
professional sports leagues and future growth of the industry,
and lay the foundation for new research within the academic realm
of sport management and sports marketing.