Authors: Jaskirat Singh Rai (Chitkara Business School, Chitkara University, India), Maher N. Itani (College of Business Administration, Ajman University, UAE), and Amandeep Singh (Chitkara Business School, Chitkara University, India)

Published: October 2024
Pages: 418
ISBN: 9798369340387
Hardcover
Publisher: IGI Global Scientific Publishing

Description:

Contemporary sports have evolved from mere entertainment activities to a highly lucrative business. This transformation engages fans and drives content sharing on social media. "Internationalization of Sport Events Through Branding Opportunities" delves into this evolution, revealing the strategies and practices that ensure the success and popularity of international sports events.

A well-organized sports event significantly boosts the visibility of sponsors' brands, cultivates a loyal following for participating teams, generates substantial income for organizers, and enhances the financial gains and popularity of star players. Sports branding has become an indispensable element in the strategic planning of sports events.

This book provides a comprehensive explanation of this shift and shares best practices for the effective implementation of these strategies. By bringing together international teams and renowned players, organizers can ensure a high level of competition and excitement, capturing the attention of sports enthusiasts globally.

Table of Contents

Foreword
Preface
Acknowledgements
Introduction

Chapter 1
Is Predicting a Win in Esports Possible? Marketing Opportunities of the Overwatch League Phenomenon
Kimberly Nehls, University of Nevada, Las Vegas, USA

Chapter 2
Addictive Product Endorsement by Celebrity Sports Players: Effect on Celebrity Personality and Consumers’ Purchasing Intention
Jaskirat Singh Rai, Chitkara Business School, Chitkara University, Rajpura, India
Maher N. Itani, College of Business Administration, Ajman University, UAE

Chapter 3
The Impact of Exercise on Mental Health
Shefali Saluja, Chitkara University, India
Gurloveleen Kaur, Chitkara University, India

Chapter 4
Internationalization of Sports Events Through Branding Opportunities
Singla Babita, Chitkara Business School, Chitkara University, India
Shalender Kumar, Chitkara Business School, Chitkara University, India
Sharma Sandhir, Chitkara Business School, Chitkara University, India

Chapter 5
Examine the Significance of Sport Sponsorship in Sports Marketing: A Descriptive Study
Garg Bhumika, Chitkara University, India
Garg Deepanshu, Chitkara University, India

Chapter 6
Metaverse: Transforming the Sports Experience
Rupinder Singh, Chitkara University Institute of Engineering and Technology, Chitkara University, India
Simerjeet Singh Bawa, Chitkara Business School, Chitkara University, India
Amanpreet Singh, Chitkara University Institute of Engineering and Technology, Chitkara University, India
Harpreet Singh, A.S. Group of Colleges, Khanna, India

Chapter 7
The Sport Metaverse: A Deep Dive into the Transformation of Sports Events
Jaswinder Singh, Chitkara University, India
Rupinder Singh, Chitkara University, India
Jaskirat Singh, Chitkara Business School, Chitkara University, India

Chapter 8
The Power of Social Media in Internationalizing Sports Events
Megha Goyal, Chitkara University, India

Chapter 9
Unveiling the Power Play: Harnessing Branding Opportunities for Globalizing Sport Events – Insights From India's Sporting Landscape
Rishi Prakash Shukla, Jaipuria Institute of Management, Jaipur, India
Shefali Saluja, Chitkara University, India
Archana Singh, D.Y. Patil University, India
Smriti Verma, Yeshwantrao Chavan College of Engineering, Nagpur, India
Vilas Nair, SCMS, India

Chapter 10
The Metaverse Touchdown Revolutionizing Sporting Events
Atul Kumar, Department of Computer Science, R.G.M. Government College, Joginder Nagar, India

Chapter 11
Congruence Across Sport Celebrities and Sport Events
Priya Shukla, Chhatrapati Shahu Ji Maharaj University, India
Archana Singh, D.Y. Patil University, India
Ravi Kumar Jain, Sparsh Global Business School, India
Prashant S. Gundawar, Sasmira Group, India
Shubha Johri, Independent Researcher, India

Chapter 12
Sports Marketing in Metaverse: Is It Sporty Enough?
Jashandeep Singh, Chitkara Business School, Chitkara University, India
Shivani Inder, Chitkara Business School, Chitkara University, India

Chapter 13
How the Congruence Between Brand and Event Influence Sport Consumer Behavioral Intentions
Megha Goyal, Chitkara University, India

Chapter 14
Global Branding Strategies and the Internationalization of the Indian Premier League (IPL): Exploring IPL Impact on Global Sports Event Management
Amandeep Singh, Chitkara Business School, Chitkara University, India
Amrinder Singh, Jain University, Bangalore, India
Satish Chandra Tiwari, Tezpur University, India
Rakesh Goyal, Chitkara University, India

Chapter 15
Online Fraud Forensics: A Contemporary Research Exploration
Baljinder Kaur, Chitkara University, India

Chapter 16
Ethnocentric Marketing Among Youth: An Emerging Approach to Sustainable Marketing - A Bibliographic Analysis on Current Trends and Issues
Shenki Tyagi, KIET Group of Institution, India
Ashish Kumar Srivastava, AIT Management, Chandigarh University, India
Mani Tyagi, SLM- MRIIRS, Faridabad, India
Shefali Saluja, Chitkara Business School, Chitkara University, India

Conclusion
Compilation of References
About the Contributors

Coverage:

The book covers various topics crucial for understanding sports branding and internationalization, including:

• Branding Opportunities: Explore various sports branding opportunities within sports events, including in-game advertising, merchandise, and promotional activities.

• Celebrity Sports Players: Understand the impact of celebrity endorsements by sports players on brand recognition and event popularity.

• Consumer Behavior: Analyze the behavior of sports consumers and how it influences sports marketing strategies.

• eSports: Examine the growing popularity of eSports and its potential for branding.

• Exercise: Discuss the role of exercise and fitness in promoting sports events.

• Internationalization of Sports: Learn about the globalization of sports and how it affects sports branding strategies.

• Mental Health: Address the importance of mental health awareness in sports.

• Metaverse: Explore the future of sports events in the metaverse and its branding opportunities.

• Product Endorsement: Understand the role of product endorsement in sports branding.

• Purchasing Intention: Analyze how sports branding influences the purchasing intentions of sports consumers.

• Social Media: Discover the power of social media marketing in promoting and branding sports events.

• Sports Events: Get insights into organizing successful sports events with effective branding strategies.

• Sports Marketing: Learn about various sports marketing strategies and their impact on brand visibility.

• Sports Sponsorship: Understand the significance of sports sponsorship and its benefits for both sponsors and event organizers.

Authors:

• Jaskirat Singh Rai is a professor at Chitkara Business School, Chitkara University, India. His expertise lies in sports marketing and management.

• Maher N. Itani is a professor at the College of Business Administration, Ajman University, UAE. He specializes in international business and marketing.

• Amandeep Singh is a professor at Chitkara Business School, Chitkara University, India. His research focuses on consumer behavior and branding.

This book is an excellent resource for researchers, scholars, graduate and postgraduate students, sports industry professionals, business and marketing professionals, policymakers, government officials, media and communication experts, and anyone interested in understanding the intricacies of sports branding and internationalization.

Additional Information:

• IGI Global Scientific Publishing: The publisher of this book, IGI Global, is renowned for its contributions to academic and scientific research.

• Chitkara Business School: Chitkara University is known for its excellence in business education.

• Ajman University: A leading institution in the UAE, Ajman University is dedicated to fostering international collaboration and research.

Keywords: Sports branding, International sports events, Celebrity endorsements, Social media marketing, Sports marketing strategies

Target Audiences: Researchers, Scholars, Sports industry professionals, Business and marketing professionals, Policy makers

Genres: Sports business, Marketing, Non-fiction, Academic, Illustrated books