Digital Tools in Strategic Global Sports Brand Management

Kulikov Daniil; Kuzmina-Merlino Irina; Bodet Guillaume

doi:10.2478/jec-2024-0029

Economics and Culture (Dec 2024)

Digital Tools in Strategic Global Sports Brand Management

Kulikov Daniil,
Kuzmina-Merlino Irina,
Bodet Guillaume

Affiliations

Kulikov Daniil: Universite Claude Bernard Lyon, France/Transport and Telecommunication Institute, Latvia
Kuzmina-Merlino Irina: Transport and Telecommunication Institute, Riga, Latvia
Bodet Guillaume: The Universite Claude Bernard Lyon 1, Lyon, France

DOI: https://doi.org/10.2478/jec-2024-0029
Journal volume & issue: Vol. 21, no. 2
pp. 225 – 237

Abstract

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The purpose of this research is to examine the strategic use of digital tools in global sports brand management, with a focus on how these tools, including the Strategic Colour-Coded System (SCCS), can enhance global fan engagement.

Published in Economics and Culture

ISSN: 2256-0173 (Online)
Publisher: Sciendo
Country of publisher: Poland
LCC subjects: Social Sciences: Commerce: Business; Social Sciences: Economic theory. Demography: Economics as a science
Website: https://sciendo.com/journal/JEC

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