An increasing number of sports businesses focus on enhancing their digital presence as a path to make their brands more accessible to commercial stakeholders and hence to grow revenues. If done correctly, this development catalysts positive brand identification and customer ownership.
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The preaching vision of Real Madrid’s commercial partnership with the ‘Microsoft Cloud’ brand is to open the stadium to 450 million fans. The vision tells the story of technology being a great facilitator of fan engagement and sponsorship activation. One of the biggest challenges for sports properties in the postmodern era is to establish […]