SMB 2025 Vol. 11 No. 2 2025.11.23.

THE PERSPECTIVE OF DIGITAL MARKETING OF THE SPORT MEGA EVENTS IN THE 21st CENTURY

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Authors

Miloš Trkulja

Hercegovina University, Kneza M. Viševića Humskog 88 000 Mostar, Bosnia and Herzegovina

Milijanka Ratković

Faculty of Sport, University ’’Union – Nikola Tesla’’, Narodnih heroja 30, New Belgrade, Serbia

Andrijana Kos Karavan

Međimurje University of Applied Sciences, Bana Josipa Jelačića 22a, Čakovec, Croatia

Abstract

https://doi.org/10.58984/smb2502033r

Owing to the technological innovations that are dominating the global market of today, and seen through the prism of digital transformation megatrends, sports mega-events have rapidly (beginning of the 21st century) developed and integrated a formidable digital infrastructure that is becoming the foundation of their organizational operation, as well as the primary communication channel that can be described as accurately defined and strategically placed digital bridge to wards the sporting auditorium. In such a precisely defined digital concept, marketing represents a dominant business function. The largest companies and official partners of sports recognize the digital reality of sports mega-events as an ideal and truly one-of-a-kind global marketing platform that enables them to dominate the global market. Companies will establish this market position by integrating all the elements of the sports industry, however this time in a digital setting. This is precisely why keeping the perspective of digital marketing of the sports mega-event is crucial for better understanding the future of world sport, which is fiercely moving towards the digital environment and virtual options. This article aims to define the marketing potential of applying digitalization to the sports mega-events.

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