International Research Journal of Management Science & Technology ISSN 2250 – 1959(0nline) 2348 – 9367 (Print)

1. International Research Journal of Management
Science & Technology
ISSN 2250 – 1959(0nline)
2348 – 9367 (Print)
A REFEREED JOURNAL OF
Shri Param Hans Education &
Research Foundation Trust
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Published by iSaRa

2. IRJMST Vol 8 Issue 5 [Year 2017] ISSN 2250 – 1959 (0nline) 2348 – 9367 (Print)
International Research Journal of Management Science & Technology
http://www.irjmst.com Page 290
Digital Marketing Plan: An Alternative Framework for Sports Products
Raghavendra GS
Research Scholar, BIMS, University of Mysore, Mysore
Email: raghavtejeswi@gmail.com
Dr. A. M. Sudhakara
Director, Centre for Information Science & Technology (CIST)&
Systems Manager & Head,
University Computer Canter,
Manasagangothri, University of Mysore Mysore-570006
Email: sudhakara.mysore@gmail.com
Abstract:
The usage of internet is increased very vastly. For any product business internet is open gateway of
digital marketing. In many business different digital marketing channels useful to share their product
and services online. Besides that they can attract the client and convert them to boost of their
business. Even the social media also be a part of digital marketing. The sports federations, leagues
and teams were mainly depending on television broadcasting, it was main source to generate
revenues. But it is completely replaced by digital marketing. Digital marketing has tremendous
possibilities to utilize and share the information of sports events. The social media transforming the
sports marketing from traditional to digital. It builds strong communication between sports fans,
teams and sponsors. Even smart phones make a fashionable change in sports marketing. These rapid
changes in digital marketing crate many challenges on sports marketing. In this paper presents new
thoughts and strategies with help of sports eco system model. Using this sports digital marketing all
the concepts are differentiated individual as well as sports organizations or federations. A novel
method is discussed about the digital marketing strategy of sports. This method is useful to knows
the present status of digital marketing and also help to make digital marking strategy of sports.
Keywords: Digital marketing, Sports marketing, Social Media
Introduction:
The sports marketing is a part of digital marketing, it mainly focusses on sports products, services
and promotion athletes and teams. However, the relationships that exist among sports organizations
and their varied consumers are more dynamic than a simple equation. Mostly the sports marketing
constitutes a team or organization promoting itself through advertisements in usual and emerging
avenues. Every sport marketing team try to reach the consumers with attract slogans of their sports
brands. The main part of sports marketing is sell the sports products to their consumers by
differentiate other products. Digital marketing is essential to businesses‘ sensation in today‘s modern
era of engagement marketing. Promoting brands, products, and services online and through mobile
applications is quickly becoming table stakes. So as product marketer must know the things. But
online advertising is not enough marketers have to dig deep into today‘s vast and elaborate cross-
channel world to discover the most impactful strategies required to build a thriving business.

3. IRJMST Vol 8 Issue 5 [Year 2017] ISSN 2250 – 1959 (0nline) 2348 – 9367 (Print)
International Research Journal of Management Science & Technology
http://www.irjmst.com Page 291
Related Work:
Digital Marketing:
Digital Marketing can be understood as a well-targeted, conversion-oriented, quantifiable, and
interactive marketing of products or services by utilizing digital innovation to achieve the customers,
and transform them into clients in a sustainable fashion. Digital marketing work as result oriented,
more effective. With these main features and functionalities of digital marketing makes different
form the traditional marketing.
.
SPORTS PRODUCTS
ATHLETS CONSUMERS
Radio Broadcast
Fig 1: Traditional Marketing Approach
In sports marketing the traditional marketing approach is completely different. It is one-way
communication. Radio broadcasting channels are play important role. For example, in Fig 1:
represents the communication between athletes and sports products and sports products producers
and consumers only. There is no communication between athletes and consumers. There is no
facilitate to audience to get answers of their queries.
The traditional way of marketing lets businesses market their products or administrations on print
media, radio and TV commercials, bill boards, business cards, and in numerous other comparable
ways where Internet or web-based social networking sites were not utilized for promoting. However,
traditional promoting approaches had constrained client reach ability and extent of driving clients‘
purchasing conduct. In addition, traditional marketing methods were not quantifiable too.
Difference Between Digital Marketing and Traditional Marketing:
Digital Marketing:
In digital marketing communication between the sport product producer and consumer is
bidirectional.
The communication in digital marketing is very strong.
Campaigns of digital marketing is very easy. Many digital tools are available to design and develop.
It reaches globally and very effectively.
Using the analytics, we can quantify the effectiveness of digital marketing.

4. IRJMST Vol 8 Issue 5 [Year 2017] ISSN 2250 – 1959 (0nline) 2348 – 9367 (Print)
International Research Journal of Management Science & Technology
http://www.irjmst.com Page 292
Traditional Marketing:
1. Traditional marketing had unidirectional communication. That means sport product producer can
explain their services with consumers only.
2. The main communication channel in traditional marketing is phone calls, emails, and TV.
3. The design, preparation, and launch of campaign in traditional marketing takes much time when
compare with digital marketing.
4. It reached local consumers very fast.
5. We cannot measure the effectiveness of traditional marketing campaign.
Fig 2: Digital Marketing Approach
Search engine optimization, pay per click, video marketing, mobile apps and etc. are the present
marketing techniques digital marketing in digital marketing the businesses and retailers can play a
key role by offering sport products and services. In sports marketing using digital marketing
approach we have two way communications between all parties. In Fig 2: represents the
communications between sports product producers, athletes and consumers. Here social media plays
important role, it is major part of digital marketing.
Strategies of Digital Marketing
The benefits of sports marketing are wide-ranging. There is an involvement of stakeholders in all
areas of sports marketing. The media and product producer get benefits from the sports in digital
marketing. Not only media even sports leagues, sport teams, and athletes sponsors also get benefits.
The biggest change to the sports industry has been the advent of social media. There are millions of
users for sports brands to promote themselves in social media such as twitter and facebook. The
sports people and their respective clubs and teams utilize such platforms to harness branding as well
as engagement to make their fans‘ online experience all the more rewarding. In terms geographical
and financial its harder and expensive to the average sports fan, to attend sport event. The social
SPORTS PRODUCTS
ATHLETS CONSUMERS
Social Media
Social Media

5. IRJMST Vol 8 Issue 5 [Year 2017] ISSN 2250 – 1959 (0nline) 2348 – 9367 (Print)
International Research Journal of Management Science & Technology
http://www.irjmst.com Page 293
media make bridge between the sport product producer and consumer with free of cost. With the
effect of this we make new communication, its very advantage to digital marketing. Every sports
event or show has a related hash tag which creates a relationship with the consumer and brings a fast
response. Many athletes are using social media for direct communication of with their followers and
audience. It also helpful to promote sports product brands.
Fig 3: Popularity of Sports Federation and Popularity of Individual on Social Media.
In social media the different sports federation get different no of likes. The different famous sports
federation of followers in twitter in (Fig 3) is, Cricket sports federation ICC have 3.4 lacks, Football
sport federation FIFA have 2.7 lakhs, Tennis sport federation ATP World Tour have 2.1 lakhs and
Basket Ball sport federation NBA have 0.39 lakhs. As well as we can see individual popularity of
each sports on twitter is like Sachin Tendulkar have 24.8 lakhs in Cricket, Rafel Nadal have 25.8
lakhs in Tennis, LeBorn James have 52.3 lakhs in Basket Ball, Lionel Messi 3.8 lakhs in Football in
the year 2012.
ICC
FIFA
ATP
World
NBA
Popularity of Sports
Federation
Cricket
Footbal
Tennis
Basket Ball
Sachin
Tendulka
r
Lionel
Messi
Rafel
Nadal
LeBorn
James
Popularity of Individual
Cricket
Footbal
Tennis
Basket Ball

6. IRJMST Vol 8 Issue 5 [Year 2017] ISSN 2250 – 1959 (0nline) 2348 – 9367 (Print)
International Research Journal of Management Science & Technology
http://www.irjmst.com Page 294
Fig 4: Sports club fans and followers on social media
In digital marketing most of the sports product advertisement is going with social media. It is
effective in digital marketing. It reaches all sports fans all over the global. It is best venue for sports
brands and sports clubs to advertise their products and services. In Fig 4 shows the famous top 3
sports clubs of fans and followers in social media like facebook and twitter. The most famous Real
Madrid sport club have 104.7 million fans in Facebook and 24.3 million followers in twitter by the
end of the year 2017.
Fig 5: Sports organization fans on social media
Social media plays a major in sports digital marketing, in these days the effectiveness of social media
is very high. In social media every sport club or organization can reach audience very fast. It is best
0
20
40
60
80
100
120
Real Madrid FCB Manchester United
NumberofSportsClubFans(Millions)
Name of Popular SportsClubs
Sports Clubs on Social Media
Facebook
Twitter
0
2
4
6
8
10
12
14
16
IOC FIBA FIFA
LikesofSportsFans(Millions)
SportsOrganizations
Sports Organization on Social Media
Facebook
Twitter

7. IRJMST Vol 8 Issue 5 [Year 2017] ISSN 2250 – 1959 (0nline) 2348 – 9367 (Print)
International Research Journal of Management Science & Technology
http://www.irjmst.com Page 295
channel to achieve the huge amount of likes and followers. In Fig 5 shows the famous top 3 sports
organization of likes and followers in social media like facebook and twitter. The most famous IOC
sport organization have 15 million likes on Facebook and 5.6 million of followers in twitter, FIFA
football sport organization have 3.3 million likes on facebook and 9.6 million followers on twitter by
the end of the year 2017.
Conclusion:
Digital Marketing makes tremendous changes in sports marketing. The strategies of digital
marketing completely change the sports world. Digital marketing given realistic ideas to make sports
marketing taking to online or social media. These strategies also optimize design and development
and implementation digital campaigns. With all platforms of social media make a rapid change in
sports industry. The sports industry utilizes the digital marketing strategies to engage their fans and
improve the sales their brands and mutual communication. It very helpful to sports industry to know
what expectations of their fans and followers. So we can conclude that digital marketing strategies
make positive impact on sports industry.
References:
1. Holland, Christopher Petal. (2015). Internet and Social Media Strategy in Sports
Marketing. European Conference on Information Systems. 1 (1), 1-16.
2. Marlène Lesaule Matthieu Bouvier (2017). The role of athlete‘s sponsorship on the marketing
strategy of a sports brand. Umeå: Umeå School of Business and Economics. 1-80.
3. Ankit Soni. (2017). E-Guide: Introduction to Digital Marketing. Available:
https://www.digitalvidya.com/blog/introduction-to-digital-marketing/. Last accessed 1st Feb
2018.
4. net imperative. (2017). The growing impact of social media on sports .Available:
http://www.netimperative.com/2017/11/growing-impact-social-media-sports/. Last accessed
1oth Feb 2018.
5. koozai. (2012). How Digital Marketing is Changing the Sports Industry. Available:
https://www.koozai.com/blog/branding/how-digital-marketing-is-changing-the-sports-
industry/. Last accessed 15th Feb 2018.
6. Divol R., D. Edelman and H. Sarrazin (2012), ―Demystifying social media‖, McKinsey
Quarterly, April, pp. 1-11.
7. Kotler, P., V. Wong, J. Saunders and G. Armstrong (2005), Principles of Marketing, 4th
European Edition, Pearson Prentice-Hall, London.
8. Mason, D. (1999), ―What is the sports product and who buys it? The marketing of
professional sports leagues‖, European Journal of Marketing, Vol. 33, No.3/4, pp. 402-418.
9. Ritson, M. (2010), ―Social media is for people, not brands‖, Marketing Week,
marketingweek.co.uk, 2nd September.
10. Sandomir, R. (2011), ―ESPN Extends Deal with N.F.L. for $15 Billion‖, The New York
Times, 8th September.
11. Shaw, D.R. (2007), ―Manchester United football club: developing a network orchestration
model‖, European Journal of Information Systems, Vol. 16, No. 5, pp. 628-6.

8. IRJMST Vol 8 Issue 5 [Year 2017] ISSN 2250 – 1959 (0nline) 2348 – 9367 (Print)
International Research Journal of Management Science & Technology
http://www.irjmst.com Page 296
12. Peter S.H. Leeflang (2014)," Challenges and solutions for marketing in a digital era, "
Volume 32, Issue 1
13. Gashaw Abeza, Norm O‘Reilly, Ian Reid, (2013)," Relationship Marketing and Social Media
in Sport " Volume 6, Issue 2
14. Marc C. Zinck Stagno, (2011), " Potential of the social media as instruments of higher
education marketing: a segmentation study " Volume 21, Issue 1
15. Michelle O, (2011)," A preliminary study of professional sport organizations in the age of
social media " Volume 10, Issue 3-4

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