Smart sports

It is undeniable that sport has become a powerfulindustry that capitalises on its enormous capacity to stir up emotions regarding group identities. It transforms emotions into profit and, furthermore, places this in the hands of specialists in marketing, who are even more expert in exploiting this vein to obtain the largest possible economic benefit.

 

The  global  sports  market  is  witnessing  continuous  growth  and  expansion.  Having  come  a  long  way from being a traditional industry, it has grown to encompass an entire ecosystem comprising multiple  stakeholders  and  various  layers  of  engagement.  In  2018  the  global  sports  market  was  valued at 471billiondollars3. Over 57% of the industry was in the hands of only five countries: The UnitedStates (32.5%), China (12.7%), Japan (4.6%), Germany (4.1%) and France (3.2%). All  segments  grew  compared  to  2017,  with  shoesand  clothing, accessories and equipment showing the greatest increases. 

 

Opportunities arise rapidly and in large numbers, but the significant evolution of this business takes place  in  markets that are not without a certain complexity.  Over  the  last  few  years,  sports experience has been enormously influenced by the evolution of the media, digital platforms, Internet and mobile telephony, and in a context of million-dollar investments in leagues, achieving the physical and virtual presence of spectatorsat sporting events is a considerable challenge.