Digital Transformation and Sustainability in Sports Marketing

چکیده مقاله

Digital transformation and sustainability have emerged as two key concepts in today’s world, particularly within the sports industry. Digital transformation refers to the use of modern technologies to innovate processes, products, and services. Sustainability, on the other hand, means meeting the needs of the present generation without compromising the ability of future generations to meet their own needs. While in the past, digital transformation primarily focused on enhancing efficiency and profitability, its role in achieving sustainability goals is increasingly recognized today. This article examines the relationship between digital transformation and sustainability in sports marketing and analyzes their impacts on marketing strategies and fan engagement. By utilizing reputable sources and case studies, this paper identifies the challenges and opportunities arising from the integration of digital technologies and sustainability principles in sports marketing.