Developing sports marketing in Finland : case: Urheiluverkosto.fi
Honkanen, Niklas (2022)
2022
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2022112924883
https://urn.fi/URN:NBN:fi:amk-2022112924883
Tiivistelmä
The purpose of the study was to analyse developing sports marketing in Finland by examining the sports industry in general in to answer the research question “How can sports marketing develop and how can Urheiluverkosto.fi or other innovations help it to develop?” The study was based on the author’s idea to examine the possibilities digitalization has created for sports marketing and whether there is any negative side to these possibilities. Also, the aim was to examine the current state of the sports marketing industry.
Primary and secondary data were researched and analysed using the qualitative research approach. Information was collected from literature related to the study. Primary data was collected by interviewing five persons inside the industry from April 2022 to October 2022.
The results showed the positive sides of digitalization but also the negative factors. Positives are the new possibilities that digitalization is creating. Negatives include human’s lack of knowledge of these new possibilities which shows that the positive and the negative side are connected. The results also showed the current state of sports marketing industry: sports marketing is developing with these new innovations but at the same time it is very much the same as it has been for many years. A big problem is that the marketing is done with too low budgets which makes the development process slower. Digitalization is a significant part of sports marketing which means it is a massive factor in the development process.
Primary and secondary data were researched and analysed using the qualitative research approach. Information was collected from literature related to the study. Primary data was collected by interviewing five persons inside the industry from April 2022 to October 2022.
The results showed the positive sides of digitalization but also the negative factors. Positives are the new possibilities that digitalization is creating. Negatives include human’s lack of knowledge of these new possibilities which shows that the positive and the negative side are connected. The results also showed the current state of sports marketing industry: sports marketing is developing with these new innovations but at the same time it is very much the same as it has been for many years. A big problem is that the marketing is done with too low budgets which makes the development process slower. Digitalization is a significant part of sports marketing which means it is a massive factor in the development process.