IMPACT OF DIGITAL MARKETING ON SPORTS DEVELOPMENT AT UNIVERSITY LEVEL IN PAKISTAN

Abstract

This research  aims to integrate value of the student sports engagement within the framework of academic development. University sports is one of the elements of educational growth which is underrepresented topic of study in both educational and professional context worldwide. A fresh viewpoint on collegiate athletics may be noted, and numerous ramifications can be analysed, as a outcome of the vigorous worldwide growth of evidence and communication expertise, together with the global expansion of institutional-level education. To promote student sports and associated actions, this research investigates the potential of the Internet as a digital medium to communicate with students. A sample of Lahore College for Women University, Lahore, Pakistan, students was used for the primary research. The study showed some noteworthy implications for students attitude concerning collection and usage of general data about student sports activities at the university level. It was demonstrated that the Cyberspace is a major component of the marketing potential of student sports. A comparative analysis of benchmark universities’ digital marketing activities was conducted to identify recommendations for developing and enhancing digital marketing tools, such as a website, and mobile applications social network presence, in order to maximize the marketing potential of university sports. Multiple firms use various digital marketing channels to sell their products and services online. Sporting event data may be utilized and disseminated in a multitude of ways through digital marketing. Traditional sports marketing is being replaced by digital marketing as a result of the rise of social media. It facilitates communication between sports fans, teams, and sponsors. Even sophisticated smartphones have an impact on sports marketing. These enormous advances in digital marketing provide several challenges for the sports marketing industry. In the following paper, the author utilises a model of the sports eco-system to provide novel concepts and methodologies. This digital marketing distinguishes between individual perspectives and those of sports organisations and federations. A novel strategy for the internet marketing of sports is outlined. This method is useful for analysing the present condition of digital marketing and creating a digital marketing plan for the sports industry.