Cannova, Matteo (2022) The digital marketing strategies in football: the case study of the 10 teams of the Credit Suisse Super League. Bachelor thesis, Scuola universitaria professionale della Svizzera italiana.
Text
Cannova_Matteo.pdf - Published Version Available under License Creative Commons Attribution Non-commercial No Derivatives. Download (664kB) |
Abstract
Digital marketing is a practice of promoting and advertising one's company through particularly innovative methods that exploit the digital trend and which is becoming increasingly influential and applied within the world of sport. More precisely, it can be defined as all those activities that promote a brand and market products and services through one or more digital channels. This form of marketing is increasingly popular and applied in the sports world, especially in football, channels such as social media, esports and artificial intelligence are used to promote the sports club but also to considerably increase the club's engagement with the fans or fanbase. This paper therefore intends to address this issue through an analysis of the various digital marketing strategies of the ten teams competing in the swiss Credit Suisse Super League, in order to understand how they influence the club's interaction with fans, but also what role they play in the brand growth of the various teams. The methodology that will be used to develop this analysis will initially involve the collection and analysis of secondary quantitative data (scientific texts regarding the topic and any data). Qualitative secondary data was also collected for the remaining four clubs with whom an interview could not be conducted. Then, the other methodology that will be used, is the production of primary qualitative data (interviews with six of the ten Swiss teams). The intent and ultimate goal, therefore, is not only to understand how digital marketing is applied in the Swiss football world, but to understand concretely what role it plays in the growth of the teams' fan bases and the growth of the brand itself. This made it possible to arrive at concrete conclusions and to understand precisely how digital marketing is viewed by Swiss clubs, but also how it allows them to manage relations with the various fan bases of football clubs and what role it plays in current and future brand growth.
Item Type: | Thesis (Bachelor) |
---|---|
Corso: | Leisure Management |
Supervisors: | Siviero, Alessandro |
Uncontrolled Keywords: | football, digital marketing, credit Suisse super league, strategy, calcio |
Subjects: | Economia |
Divisions: | Dipartimento economia aziendale, sanità e sociale > Bachelor in Economia aziendale |
URI: | http://tesi.supsi.ch/id/eprint/4569 |
Actions (login required)
View Item |