IROCAMM - International Review Of Communication And Marketing Mix

Thanks to its historical social relevance, sport generates such an important commercial activity
that it has become a leading industry within the broad entertainment market. Through a
process of professionalization, increasingly specialized thanks to technological advancement
and the democratization of the Internet, mass sports, which have million-dollar audiences,
become a global spectacle within the current digital context.
The mass consumption of sport, and the digitalization of all the sectors that operate around
it, represents an exponential increase in the professional development of sports
communication and marketing. Thematic channels and platforms appear; specific sections and
programs are established; digital media and content creators emerge; marketing,
communication and digital content creation departments are created; great brands are built;
campaigns are planned and implemented; Social networks and various digital channels are
managed. All of this associated with the sports industry.
This reality causes more and more academic research to approach a universe as vast and
multidisciplinary as sports communication and marketing, especially in the face of the constant
challenges that arise within the current digital context. That is why in this monograph
researchers are invited to contribute with their work to the study, analysis and advancement
of knowledge within this area.
The following topics will therefore be accepted:
- Sports communication in the digital context
- Sports marketing in the digital context
- New forms of sports journalism
- Trends in advertising and public relations within the sports sector
- Evolution of sports sponsorship
- Analysis of branding and integrated brand communications in the sports sector
- Social media management, content creation, influencers and new digital business
models around communication and sports marketing
- Professional trends in sports marketing and communication
- History of marketing and sports communication
- Success stories in sports marketing and communication