https://doi.org/10.53964/mem.2024004

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ModernEconomy and Management
Open Access

ISSN 2790-3214 (Online)

Editorial
Guest Editorial: Challenges and Opportunities in Sports Management and Marketing
Ekaterina Glebova1*
1*

CIAMS, Université Paris Saclay, Orsay, France

Correspondence to: Ekaterina Glebova, PhD, Researcher and Lecturer, CIAMS, University Paris Saclay,
15 Rue Georges Clemenceau, Orsay, 91405, France; Email: katrina.glebova@universite-paris-saclay.fr
Received: February 19, 2024 Revised: March 29, 2024 Accepted: April 24, 2024 Published: May 11, 2024

Abstract
This guest editorial introduces a special issue focused on the “Challenges and Opportunities in Sports
Management and Marketing.” We’re exploring how the world of sports is changing and what thatmeans for how we manage and market sports. The editorial gives an overview of what we’ll be talking
about, like how technology is affecting sports and how we can make sports more sustainable. We
will also look at things like how cities build places for sports and how sports can attract tourists. In
this issue, we have three articles that dive deeper into these topics. The first article by Bojan Jorgič
examines the challenges and opportunities in developing sports infrastructure in Bratislava, Slovakia,
with a focus on sustainability. Then, Behnam Oboudi’s article investigates how gender influences
attention to advertising during football matches. Lastly, Tianxiao Cao’s article explores the mutual
development of sports brands and tourism, using the World Cup in Qatar as a case study. By bringing
together different ideas and research, and proposing future reseach directions and perspectives, thisspecial issue aims to help everyone involved in sports better understand what’s happening and what
we can do about it.
Keywords: sports, digitalization, sport sustainability, sports infrastructure, sport fan behavior, sport
marketing
Citation: Glebova E. Guest Editorial: Challenges and Opportunities in Sports Management and Marketing. Mod Econ Manag,
2024; 3: 4. DOI: 10.53964/mem.2024004.

In contemporary discourse, the fusion of digitaltechnology with sports management and marketing has
emerged as a dominant force, significantly altering thelandscape of the sports industry[1]. This transformation,
catalyzed by the rapid advancements in digitalization,necessitates meticulous examination due to its profound
implications across various dimensions[2-3]. Sports, asa cultural phenomenon[4], transcends geographical andsocietal boundaries, serving as a unifying force that
resonates with diverse communities globally[5]. However,

the advent of digitalization has ushered in a paradigm
shift in the operational frameworks governing sports,
fundamentally altering the mechanisms through which
they are managed, marketed, and experienced[6]. Throughthe integration of sophisticated data analytics[7], immersive
virtual reality technologies[8], and pervasive social media
platforms[9], sports entities are recalibrating their strategies
to optimize athlete sporting performance, deepen andenhance fan engagement, augmenting revenue streams andcommercial opportunities[1-3].

Copyright © 2024 The Author(s). This open-access article is licensed under a Creative Commons Attribution 4.0 International License(https://creativecommons.org/licenses/by/4.0), which permits unrestricted use, sharing, adaptation, distribution, and reproduction in any
medium, provided the original work is properly cited.

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Mod Econ Manag 2024; 3: 4https://doi.org/10.53964/mem.2024004
Nevertheless, this digital revolution is not devoid ofchallenges. Pertinent issues, such as equitable access totechnological resources and the safeguarding of data privacy
loom large amidst the rapid technological progression[3]. As
stakeholders navigate the opportunities presented by digital
innovation, it becomes imperative to remain vigilant inaddressing these ethical and societal concerns to ensure theintegrity and sustainability of the sports ecosystem.
Within the context of this special issue, which centerson “Challenges and Opportunities in Sports Management
and Marketing,” together we delve into three seminal
articles that offer comprehensive insights, innovative
methodologies, and rigorous analyses. Through thesescholarly contributions, we endeavor to elucidate theintricate dynamics at play within the field of sports
management in the digital era, fostering a nuanced
understanding of its multifaceted dimensions.
First, the article titled “Overview of Sports Infrastructurein the City of Bratislava: Challenges, Opportunities, andResearch Agenda” authored by Bojan Jorgič[10]. This
article provides a comprehensive overview of the sports
infrastructure in Bratislava, the capital city of Slovakia,
within the framework of sustainability. Sport infrastructure
stands as a crucial component of urban development,
contributing significantly to the wellbeing of the populace,
fostering social cohesion, and driving economic growth.
Jorgič’s article sheds light on the multifaceted challenges
confronting Bratislava in its efforts to enhance its sports
infrastructure while highlighting recent endeavors aimed at
improvement. A primary challenge outlined in the article
is the scarcity of suitable locations for the development ofsports infrastructure within the city. Despite the existenceof numerous sports facilities, many are outdated and failto meet the burgeoning demand for sports participation.
Moreover, the concentration of sports infrastructure in
specific areas presents accessibility challenges for citizens
residing in other parts of Bratislava.
In response to these challenges, Bratislava has embarked
on initiatives to promote an active lifestyle and sustainabletransportation by investing in parks and bike paths. These
endeavors align with the sustainability goals set forth by thecity’s re-elected mayor, signaling a continued commitment
to enhancing the quality of life for residents. Furthermore,
the article underscores the long-term benefits of maintaining
support and investment in sports infrastructure, not only
for the sports community but also for the general public
and sport tourists. The expansion and improvement ofsports infrastructure have the potential to foster a moreengaged and active population, bolster social cohesion,and contribute to improved public health outcomes when
executed in a sustainable manner. Overall, Jorgič’s article
offers valuable insights into the challenges, opportunities,
and research agenda pertaining to sports infrastructurein Bratislava. It serves as a foundational piece for future
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scholarly inquiry and policy development aimed at fostering
sustainable urban development and promoting active
lifestyles within the city.
Next, this special issue embraced an article “Football
Spectators Attention to Advertising: Gender Perspective”
authored by Behnam Oboudi[11]. This study delves into theintriguing question of whether spectators’ gender influences
their attention to advertising during a football match. The
objective of Oboudi’s research is to quantitatively assess
the role of gender in determining the intensity of spectators’
attention to advertising while watching football. Employing
a semi-experimental research design, the study utilizes eyetracking technology to gather data on viewers’ attention
to advertisements. Subsequently, a mixed between-within
ANOVA and t-test are employed to analyze the collected
data and test the research hypotheses. The findings of thestudy reveal a significant effect of viewer gender on attention
to advertisements during football matches. Surprisingly,
the research indicates that women exhibit a higher level ofattention to advertisements compared to men in this context.
This research makes a notable contribution to the field of
advertising by shedding light on the often-overlooked roleof gender differences in viewer attention, particularly in thecontext of football spectatorship. While previous studies have
explored the impact of various advertising types and locations
on viewer attention, this study adds a novel dimension by
examining the influence of gender. Furthermore, Oboudi’s
study lays the groundwork for future research endeavors byproposing a series of research agendas aimed at deepening
our understanding of advertising effectiveness, with aparticular emphasis on consumer attention. By exploring
consumers’ neurophysiological responses to advertising
messages, the study aims to advance our comprehension of
the underlying mechanisms driving advertising effectiveness.
The third article of the special issue is “Sports Brands andTourism: Unexpected Perspectives of Mutual Development”
authored by Tianxiao Cao[12]. It is dedicated to the dynamics
between sports brands and sports tourism development,using the World Cup in Qatar as a compelling case study.
The objective of Cao’s research is to explore the mutually
beneficial relationship between sports brands and sports
tourism, focusing on the development of sports tourism,
the marketing strategies employed by sports brands, andthe symbiotic relationship between the two domains. The
study investigates the recent evolution of the global sports
tourism market, analyzes the characteristics of sports tourism
products and services, and examines the attractiveness andvalue-added effects of sports events as tourism destinations.
Employing the event analysis method, the study centerson the Qatar World Cup as a pivotal sports tourism event andsports brand marketing platform. By drawing upon citations
from related articles, the research offers insights into theperformance and impact of the integration of sports tourism
Mod Econ Manag 2024; 3: 4https://doi.org/10.53964/mem.2024004
and sports branding at the Qatar World Cup, thereby making
a significant contribution to the research field. The findingsof the study underscore the immense potential for growthin sports tourism, particularly in the post-pandemic era. The
combination of tourism and sports not only enhances theappeal of tourist destinations but also generates substantial
economic benefits. In essence, the study concludes thatthe fusion of sports brands and tourism holds promisingmarket prospects. Furthermore, the study highlights thepivotal role played by the integration of sports tourism andsports brands in the success of the World Cup in Qatar,emphasizing its profound impact on the promotion of sports
tourism destinations and the dissemination of sports brands.
The research elucidates how sports tourism serves as a vital
platform for the promotion of sports brands, facilitating
global communication and enhancing their popularity.

and fostering awareness about sustainability issues demandsustained engagement and education initiatives aimed at
catalyzing a cultural shift towards sustainability literacy at
all levels and greater environmental responsibility[13].

Each of these articles contributes to the field by offering
unique perspectives and insights into key aspects of sports
management and marketing, including urban sports
infrastructure development[10], viewer behavior in sports
advertising[11], and the interplay between sports brands andtourism[12]. Collectively, they enrich our understanding of thecomplexities and opportunities within the dynamic landscapeof sports management and marketing.

2 INSTEAD OF A CONCLUSION: RESEARCHAGENDA FOR SPORTS MANAGEMENT AND
MARKETING RESEARCH
The proposed agenda for future research in the domainof sports management and marketing encompasses several
critical areas of inquiry, necessitated by the contemporary
fusion of digital technology with sports operations.

1 OTHER CURRENT CHALLENGES AND
CONTROVERSIES IN THE SPORTS INDUSTRY:
FUTURE PERSPECTIVE RESEARCH DIRECTIONS
Sustainability has emerged as a pressing concern in thefield of sports management , as stakeholders grapple withthe environmental, social, and economic implications of
their operations. Within this context, several challenges
impede the adoption of sustainable practices, while alsopresenting opportunities for innovation and growth.
One of the foremost challenges lies in mitigating theenvironmental impact of sporting events and associatedinfrastructure[3,10]. These events often entail substantial
energy consumption, waste generation, and carbon
emissions, necessitating the implementation of sustainablemeasures such as renewable energy adoption, waste
reduction strategies, and efficient transportation systems.
Moreover, the resource-intensive nature of sports facilities,
particularly stadiums and arenas, poses a dilemma
between modernization and sustainability. Balancing theimperative for state-of-the-art facilities with environmental
considerations presents a formidable challenge, particularly
in regions where resources are limited.
Addressing consumer behavior represents anothersignificant hurdle in promoting sustainability within the
sports industry. Encouraging fans to embrace eco-friendly
practices requires concerted efforts to shift entrenched
consumption patterns. Cultural resistance further
complicates efforts to mainstream sustainability practices
within the sports sector. Overcoming entrenched norms
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Despite these challenges, there exist ample opportunities
for sports organizations to leverage sustainability as a driverof innovation and differentiation. Embracing sustainability
can enhance brand image, attract environmentally conscious
fans and sponsors, and foster deeper engagement withstakeholders[14]. Furthermore, sustainability initiatives offer
potential cost savings through energy efficiency measures
and waste reduction strategies[3]. Collaborations withsustainability-focused partners and sponsors can provide
access to funding and expertise, while also enhancing thecredibility and impact of sustainability efforts.

First of all, research efforts should prioritize theinvestigation of environmental sustainability measurespertaining to sporting events and infrastructure[10]. Thisentails an exploration of strategies aimed at mitigating theenvironmental footprint of such events, encompassing
initiatives like the adoption of renewable energy sources,
waste reduction practices, and the promotion of efficienttransportation systems. Furthermore, the challenge ofreconciling the modernization of sports facilities withsustainability imperatives, particularly in resourceconstrained regions, warrants thorough investigation.
Secondly, scholarly attention should be directed towards
understanding and influencing consumer behavior within
the sports industry to promote sustainability. This involves
delving into methods to encourage fans to embrace
environmentally friendly practices while addressing
cultural barriers that hinder the adoption of sustainability
initiatives[13]. Additionally, the role of education andawareness campaigns in fostering sustainability literacy andpromoting environmental responsibility among stakeholders
merits exploration.
Moreover, sustainability should be viewed not merely
as a constraint but as a potential driver of innovation
and brand differentiation within the sports sector. Future
research endeavors should assess the impact of sustainability
initiatives on brand image, fan engagement, and sponsorship
opportunities[11,12]. Additionally, the potential cost savings
associated with energy efficiency measures and waste
reduction strategies should be scrutinized. Collaborative
ventures with sustainability-focused partners and sponsors
Mod Econ Manag 2024; 3: 4https://doi.org/10.53964/mem.2024004
should also be examined for their capacity to enhance thecredibility and effectiveness of sustainability efforts.
Furthermore, there is a need for continued exploration ofgender perspectives in sports marketing and advertising[11].
This includes further investigation into the influence ofgender on viewer attention to advertising during sporting
events and the effectiveness of gender-targeted marketingstrategies. Additionally, research should delve into the role ofgender stereotypes and representations in shaping consumer
behavior and brand perception within the sports marketingdomain.

[5]

In parallel, the integration of sports brands and tourism
presents a fertile ground for research inquiry[14-16]. Futurestudies should explore additional case studies and examples
of successful integration between sports brands and tourism,
analyzing their economic and social implications. The roleof sports tourism in enhancing the global visibility andpopularity of sports brands and its impact on destination
marketing and branding strategies warrants thoroughinvestigation.

[8]

Last but not least, ethical and societal concerns inherent
in the digitalization of sports management and marketing
demand scholarly attention[17]. This encompasses examining
the ethical implications of emerging technologies suchas data analytics, virtual reality[18-20], and social media
platforms in sports operations. Additionally, efforts should
be directed towards addressing issues related to equitable
access to technological resources and safeguarding data
privacy to ensure the integrity and sustainability of the sports
ecosystem in the digital age[17-21].

[11]

Acknowledgements
Not applicable.

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[9]

[10]

[12]
[13]

[14]

[15]

[16]

Conflicts of Interest
The author declared no conflict of interest.
Author Contribution
Glebova E contributed to the manuscript and approved thefinal version.

[17]

[18]

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