Strategies and Media Impact in Premier League

Zihan Gao

doi:10.62051/ijsspa.v4n3.08

Authors

Zihan Gao

DOI:

https://doi.org/10.62051/ijsspa.v4n3.08

Keywords:

Media Strategies, Premier League, Global Sports Promotion, Digital Transformation

Abstract

This paper delves into the media and commercial strategies of top UK sports events, particularly focusing on the Premier League. It will try to study how exactly new projects in the sale of media rights, brand building, digitalization, and entering the foreign market have turned them into the world brands. Media is pivotal in promoting visibility, building brand personas, creating audience engagement and access to faraway markets, this is what it underlines. It also discusses how the Premier League has implemented innovative technologies like big data and AI to offer personalized content and effective marketing to hold on to the status of one of the most powerful football leagues in the world. It is concluded that the sport industry is in need of constant innovation and adoption of digitization trends in order to maintain its competitiveness on a global scale.

Downloads

Download data is not yet available.

References

[1] Smith P, Evens T, Iosifidis P. The regulation of television sports broadcasting: a comparative analysis[J]. Media, Culture & Society, 2015, 37(5): 720-736.

[2] Hutchins, B., & Rowe, D. Reconfiguring media sport for the online world: an inquiry into "sports news and digital media" [J]. International Journal of Communication, 2010, 4: 23.

[3] Frandsen K. Sports organizations in a new wave of mediatization[J]. Communication & Sport, 2020, 8(4-5): 709-726.

[4] Hutchins B, Li B, Rowe D. Over-the-top sport: live streaming services, changing coverage rights markets and the growth of media sport portals[J]. Media, Culture & Society, 2019, 41(7): 975-994.

[5] Lefever, K. Belgium's "List of Major Events" Mechanism in the Digital Broadcasting Era [C]// Sport, Public Broadcasting, and Cultural Citizenship. London: Routledge, 2013: 145-165.

[6] Filo K, Lock D, Karg A. Sport and social media research: A review[J]. Sport Management Review, 2015, 18(2): 166-181.

[7] Müller, M., Gogishvili, D., Wolfe, S. D., Gaffney, C., Hug, M., & Leick, A. Peak event: the rise, crisis and potential decline of the Olympic Games and the World Cup [J]. Tourism Management, 2023, 95: 104657.

[8] Parganas P, Anagnostopoulos C, Chadwick S. Effects of social media interactions on brand associations: A comparative study of soccer fan clubs[J]. International Journal of Sports Marketing and Sponsorship, 2017, 18(2): 149-165.

[9] Lefever K, Van Rompuy B, Kerremans S. The impact of digital technologies on the sport broadcasting industry[J]. International Journal of Sport Communication, 2021, 1e4(3): 342-361.

[10] Kunkel T, Biscaia R, Arai A, et al. The role of self-brand connection on the relationship between athlete brand image and fan outcomes[J]. Journal of Sport Management, 2020, 34(3): 201-216.

[11] Boyle R, Haynes R. Power play: Sport, the media and popular culture[M]. Edinburgh University Press, 2022.

[12] Boyle, R., & Haynes, R. Football in the new media age [M]. London: Routledge, 2004.