Abstract
https://doi.org/10.58984/smb2601079s
Digital platforms and artificial intelligence (AI) are increasingly shaping sports marketing through machine learning, predictive analytics, and automated content generation. Although these technological innovations introduce substantial changes across the sports industry, they simultaneously raise complex ethical and regulatory challenges. This paper critically examines the interplay between digital platforms and AI tools from the athlete’s perspective, focusing on the personalization of communications and interactive engagement with key stakeholder groups, including fans, sponsors, and other relevant publics. Using a narrative literature review approach, the study synthesizes recent scholarship on the implementation of digitalization and AI in sports marketing. In parallel, it explores contemporary marketing practices athletes employ when addressing external audiences, with particular emphasis on personalization and interactivity. The paper concludes by offering guidelines for implementing innovative technologies in sports marketing, supporting a more transparent and responsible use of AI within the sports domain.
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Key words
artificial intelligence, athletes, customer interaction, personalization, ethics in sports marketing
