Digital Transformation in Sports Management

Yıl 2023, Cilt: 12 Sayı: 2, 398 - 420, 31.12.2023

Gözde Ersöz Ahmet Münir Gökmen

https://doi.org/10.54282/inijoss.1368879

Öz

Digital transformation, one of the important elements in modern management practices, has played an important role in the transformation of various sectors such as education, health, private and public. Digital transformation due to developments in technology has caused strategic changes in the sports sector, as in every field. In this context, the aim of the research is to examine the reflections of digital transformation in sports management. The sports sector stands out as a sector where innovations are demanded and tradition begins to fade into the background. Therefore, by approaching the sports sector from a more professional perspective with digitalization; sports equipment, working conditions, facilities, and the game itself are open to help from technology. The areas that digitalization has affected in sports management are the interaction of sports fans, data analytics, e-sports, ticketing and sales, virtual reality (VR) and augmented reality (AR), content creation, sponsorship and partnership, data privacy and security, gamification, emerging technologies. can be summarized with topics such as digital human resources management. These issues are examined in detail within the digital transformation framework in sports management science. In this age where it is not possible to stand in the way of development, it is possible to make progress in sports management by taking advantage of these innovations. Therefore, this study is thought to create a new perspective for researchers and practitioners working in the field.

Anahtar Kelimeler

Sports Management, digital transformation strategy, technology, big data

Spor Yönetiminde Dijital Dönüşüm

Öz

Modern yönetim uygulamalarında önemli unsurlarında biri olan dijital dönüşüm eğitim, sağlık, özel ve kamu gibi çeşitli sektörlerin dönüşümünde önemli rol oynamıştır. Teknolojide meydana gelen gelişmelere bağlı olarak gerçekleşen dijital dönüşüm her alanda olduğu gibi spor sektöründe de stratejik değişimlerin yaşanmasına sebep olmuştur. Bu bağlamda araştırmanın amacı, dijital dönüşümün spor yönetimindeki yansımalarını incelemektir. Spor sektörü, yeniliklerin talep edildiği ve gelenekselliğin arka planda kalmaya başladığı bir sektör olarak göze çarpmaktadır. Dolayısıyla spor sektörü dijitalleşmeyle daha profesyonel bir perspektiften teknolojiyi spor malzemeleri ve ekipmanlarına, çalışma koşullarına, tesisler ve oyunun kendisine dahil ederek ele almaktadır. Dijitalleşmenin spor yönetiminde etkisi altına aldığı alanları dijital insan kaynakları yönetimi, spor fanlarının etkileşimi, veri analitiği, e-spor, biletleme ve satış, sanal gerçeklik (VR) ve artırılmış gerçeklik (AR), içerik oluşturma, sponsorluk ve ortaklık, veri gizliliği ve güvenliği, oyunlaştırma, gelişen teknolojiler, gibi konular ile özetlenebilmektedir. Bu konular spor yönetimi bilim alanında dijital dönüşüm çerçevesinde ayrıntılı incelenmektedir. Gelişimin önünde durmanın mümkün olmadığı bu çağda spor yönetiminde de söz konusu yeniliklerden faydalanarak ilerleme sağlamak olasıdır. Dolayısıyla bu çalışma ile alanda çalışan araştırmacılara ve uygulamacılara yeni bir perspektif oluşturulması düşünülmektedir.

Anahtar Kelimeler

Spor yönetimi, dijital dönüşüm stratejisi, teknoloji, büyük veri

Kaynakça

• Abeza, G., O’Reilly, N., Séguin, B., & Nzindukiyimana, O. (2015). Social Media Scholarship in Sport Management Research: A Critical Review. Journal of Sport Management, 29(6), 601–618. https://doi.org/10.1123/JSM.2014-0296
• Akgöl, O. (2019). Spor Endüstrisi ve Dijitalleşme: Türkiye’de Espor Yapılanması Üzerine Bir İnceleme.
• Arai, A., Ko, Y. J., & Ross, S. (2014). Branding athletes: Exploration and conceptualization of athlete brand image. Sport Management Review, 17(2), 97–106. https://doi.org/10.1016/j.smr.2013.04.003
• Armstrong, M. (2006). A Handbook of Human Resource Management Practice. Kogan Page Publishers.
• Baca, A., & Kornfeind, P. (2006). Rapid Feedback Systems for Elite Sports Training. IEEE Pervasive Computing, 5(4), 70–76. https://doi.org/10.1109/MPRV.2006.82
• Baer, B. (2020). MLS partners with Second Spectrum on advanced tracking data system. https://www.mlssoccer.com/news/mls-partners-second-spectrum-advanced-tracking-data-system
• Barnhill, C. R., Smith, N. L., & Brent, D. O. (2023). Organizational Behavior in Sport Management: An Applied Approach to Understanding People and Groups. Journal of Sport Management, 37(1), 66–67. https://doi.org/10.1123/jsm.2022-0245
• Brouwers, J., Sotiriadou, P., & De Bosscher, V. (2015). An examination of the stakeholders and elite athlete development pathways in tennis. European Sport Management Quarterly, 15(4), 454–477. https://doi.org/10.1080/16184742.2015.1067239
• Bullingham, L., & Vasconcelos, A. C. (2013). ‘The presentation of self in the online world’: Goffman and the study of online identities. Journal of Information Science, 39(1), 101–112. https://doi.org/10.1177/0165551512470051
• Chambers, R. (2021, March 17). State of the football analytics industry in 2021. SciSports. https://www.scisports.com/state-of-the-football-analytics-industry-in-2021/
• Chelladurai, P., & Kerwin, S. (2017). Human Resource Management in Sport and Recreation. https://doi.org/10.5040/9781492596271
• Cooke, B. (2017). Bernard Burnes: Choices, Contexts, and Changes. In D. B. Szabla, W. A. Pasmore, M. A. Barnes, & A. N. Gipson (Eds.), The Palgrave Handbook of Organizational Change Thinkers (pp. 1–14). Springer International Publishing. https://doi.org/10.1007/978-3-319-49820-1_68-1
• Cooper, J. A., & Alderman, D. H. (2020). Cancelling March Madness exposes opportunities for a more sustainable sports tourism economy. Tourism Geographies, 22(3), 525–535. https://doi.org/10.1080/14616688.2020.1759135
• Daft, R. L. (2020). Organization Theory & Design. Cengage Learning.
• Dixon, E. (2020, August 18). NBA strengthens Oculus ties with official VR headset designation. SportsPro. https://www.sportspromedia.com/sponsorship-marketing/sponsorship/nba-oculus-vr-headset-partnership-deal-wnba-g-league-nba-2k-league-doordash/
• Doherty, A., & Cuskelly, G. (2020). Organizational Capacity and Performance of Community Sport Clubs. Journal of Sport Management, 34(3), 240–259. https://doi.org/10.1123/jsm.2019-0098
• Dossena, C., & Mochi, F. (2020). Managing Online Communities and E-WOM: Prosumers’ Characteristics and Behaviors in the Food Service Sector. Lecture Notes in Information Systems and Organization, 205–217.
• Du, Y., Li, Y., Chen, J., Hao, Y., & Liu, J. (2023). Edge computing-based digital management system of game events in the era of Internet of Things. Journal of Cloud Computing, 12(1), 44. https://doi.org/10.1186/s13677-023-00419-5
• Ehnold, P., Faß, E., Steinbach, D., & Schlesinger, T. (2020). Digitalization in organized sport – usage of digital instruments in voluntary sports clubs depending on club’s goals and organizational capacity. Sport, Business and Management: An International Journal, ahead-of-print. https://doi.org/10.1108/SBM-10-2019-0081
• Ekenci, G., & İmamoğlu, A. F. (2002). Spor işletmeciliği. Nobel yayın dağıtım. https://gavsispanel.gelisim.edu.tr/Document/gekenci/20200425030723411_e9d1853d-065f-4006-a90f-fb74c6bb296e.pdf
• Ersöz, B., & Özmen, M. (2020). Dijitalleşme ve Bilişim Teknolojilerinin Çalışanlar Üzerindeki Etkileri. AJIT-e: Online Academic Journal of Information Technology, 11(42), 170–179. https://doi.org/10.5824/ajite.2020.03.007.x
• Evans, R., McNamee, M., & Guy, O. (2017). Ethics, Nanobiosensors and Elite Sport: The Need for a New Governance Framework. Science and Engineering Ethics, 23(6), 1487–1505. https://doi.org/10.1007/s11948-016-9855-1
• Filo, K., Lock, D., & Karg, A. (2015). Sport and social media research: A review. Sport Management Review, 18(2), 166–181. https://doi.org/10.1016/j.smr.2014.11.001
• Fitzgerald, M., Kruschwitz, N., Bonnet, D., & Welch, M. (2013). Embracing Digital Technology [Bilimsel Araştırma]. https://emergenceweb.com/blog/wp-content/uploads/2013/10/embracing-digital-technology.pdf
• Getz, D., & Page, S. J. (2016). Progress and prospects for event tourism research. Tourism Management.
• Geurin, A. N., & McNary, E. L. (2021). Athletes as ambush marketers? An examination of Rule 40 and athletes’ social media use during the 2016 Rio Olympic Games. European Sport Management Quarterly, 21(1), 116–133. https://doi.org/10.1080/16184742.2020.1725091
• Gibson, H. J., Kaplanidou, K., & Kang, S. J. (2012). Small-scale event sport tourism: A case study in sustainable tourism. Sport Management Review, 15(2), 160–170.
• Haake, S. (2012). Material advantage? Physics World, 25(07), 26. https://doi.org/10.1088/2058-7058/25/07/33
• Handa, M., Aul, E. G., mandeephanda, S. B., & Das, R. S. (2012). IMMERSIVE TECHNOLOGY – USES , CHALLENGES AND OPPORTUNITIES. https://www.semanticscholar.org/paper/IMMERSIVE-TECHNOLOGY-%E2%80%93-USES-%2C-CHALLENGES-AND-Handa-Aul/bd17cc1ffd8fd8db4f8c53cabc2634d5fbe9980f
• Hayes, S. C. (2019). Acceptance and commitment therapy: Towards a unified model of behavior change. World Psychiatry, 18(2), 226–227. https://doi.org/10.1002/wps.20626
• Helsen, K., Derom, I., Corthouts, J., Bosscher, V. D., Willem, A., & Scheerder, J. (2022). Participatory sport events in times of COVID-19: Analysing the (virtual) sport behaviour of event participants. European Sport Management Quarterly, 22(1), 35–54. https://doi.org/10.1080/16184742.2021.1956560
• Hinings, B., Gegenhuber, T., & Greenwood, R. (2018). Digital innovation and transformation: An institutional perspective. Information and Organization, 28(1), 52–61. https://doi.org/10.1016/j.infoandorg.2018.02.004
• Hoeber, L., Doherty, A., Hoeber, O., & Wolfe, R. (2015). The nature of innovation in community sport organizations. European Sport Management Quarterly, 15(5), 518–534. https://doi.org/10.1080/16184742.2015.1085070
• Hutchins, B. (2014). Twitter: Follow the Money and Look Beyond Sports. Communication & Sport, 2(2), 122–126. https://doi.org/10.1177/2167479514527430
• Hyman, M. (2012). The Most Expensive Game in Town: The Rising Cost of Youth Sports and the Toll on Today’s Families. Beacon Press.
• Kennelly, J. (2011). Citizen Youth: Culture, Activism, and Agency in a Neoliberal Era Palgrave. Mc Millan, 65(1), 193–194. https://doi.org/10.1111/1468-4446.12059
• Kerwin, S. (2022). Human Resource Management and Digital Technology. Routledge Handbooks Online. https://doi.org/10.4324/9781003088899-4
• King, G., Pan, J., & Roberts, M. E. (2017). How the Chinese Government Fabricates Social Media Posts for Strategic Distraction, not Engaged Argument. American Political Science Review, 111(3), 484–501.
• Kreutzer, R., Neugebauer, T., & Pattloch, A. (2018). Best Practices in Building a Digital Business Leadership (pp. 219–260). https://doi.org/10.1007/978-3-662-56548-3_4
• Kwiatkowski, G., & Oklevik, O. (2017). Primary Economic Impact of Small-scale Sports Events. Event Management, 21(3), 269–280. https://doi.org/10.3727/152599517X14942648527509
• Lebel, K., & Danylchuk, K. (2014). An Audience Interpretation of Professional Athlete Self-Presentation on Twitter. Journal of Applied Sport Management, 6(2). https://trace.tennessee.edu/jasm/vol6/iss2/13
• Lee, E. C., Fragala, M. S., Kavouras, S. A., Queen, R. M., Pryor, J. L., & Casa, D. J. (2017). Biomarkers in Sports and Exercise: Tracking Health, Performance, and Recovery in Athletes. Journal of Strength and Conditioning Research, 31(10), 2920–2937. https://doi.org/10.1519/JSC.0000000000002122
• López-Carril, S., Escamilla-Fajardo, P., González-Serrano, M. H., Ratten, V., & González-García, R. J. (2020). The Rise of Social Media in Sport: A Bibliometric Analysis. International Journal of Innovation and Technology Management, 17(06), 2050041. https://doi.org/10.1142/S0219877020500418
• Lundberg, E., Armbrecht, J., & Andersson, T. D. (2019). A research agenda for event management. https://books.google.com/books?hl=en&lr=&id=wei-DwAAQBAJ&oi=fnd&pg=PR1&dq=info:6R7ROtMVQvgJ:scholar.google.com&ots=6sFKHKI43s&sig=wWOqKJL_GrcXmEUjtN0_5vX2YGU
• Maclean, S. (2016). A new model for social work reflection: Whatever the weather—Social Care Online. https://www.scie-socialcareonline.org.uk/a-new-model-for-social-work-reflection-whatever-the-weather/r/a1CG00000056W1DMAU
• Majumdar, D., Banerji, P. K., & Chakrabarti, S. (2018). Disruptive technology and disruptive innovation: Ignore at your peril! Technology Analysis & Strategic Management, 30(11), 1247–1255. https://doi.org/10.1080/09537325.2018.1523384
• Mondello, M., & Kamke, C. (2014). The Introduction and Application of Sports Analytics in Professional Sport Organizations. Sports Analytics. https://trace.tennessee.edu/cgi/viewcontent.cgi?article=1357&context=jasm
• Moreira, F., Ferreira, M. J., & Seruca, I. (2018). Enterprise 4.0 – the emerging digital transformed enterprise? Procedia Computer Science, 138, 525–532. https://doi.org/10.1016/j.procs.2018.10.072
• Naraine, M. (2019). Follower Segments Within and Across the Social Media Networks of Major Professional Sport Organizations. Sport Marketing Quarterly, 28(4), 222–233. https://doi.org/10.32731/SMQ.284.122019.04
• Naraine, M. L., Hayduk, T., & Doyle, J. P. (2022). Embracing the Digital Frontier: Introduction to The Routledge Handbook of Digital Sport Management. In The Routledge Handbook of Digital Sport Management (pp. 1–3). Routledge. https://doi.org/10.4324/9781003088899-1
• Naraine, M. L., & Parent, M. M. (2017a). Examining social media adoption and change to the stakeholder communication paradigm in not-for-profit sport organizations. Journal of Amateur Sport, 3(2), 55–81. https://doi.org/10.17161/jas.v3i2.6492
• Naraine, M. L., & Parent, M. M. (2017b). This Is How We Do It: A Qualitative Approach to National Sport Organizations’ Social-Media Implementation. International Journal of Sport Communication, 10(2), 196–217. https://doi.org/10.1123/IJSC.2017-0006
• Osborne, B. (2017). Legal and Ethical Implications of Athletes’ Biometric Data Collection in Professional Sport. Marquette Sports Law Review, 28, 37.
• Özçeli̇K Baloğlu, Ö. (2023). TEKNOLOJİK BİR DÖNÜŞÜM OLARAK DİJİTALLEŞME KAVRAMI VE ETKİLERİ. Nevşehir Hacı Bektaş Veli Üniversitesi SBE Dergisi, 13(2), 1189–1210. https://doi.org/10.30783/nevsosbilen.1276723
• Özdemir, A. Yönetimde İnovasyon Ve Dijital Dönüşümün Spor Yönetimine Yansimalari, TEKİN, A. ve Süleymanoğullari, M., Spor Bilimlerinde Nitel Araştirmalar
• Pegoraro, A. (2010). Look Who’s Talking—Athletes on Twitter: A Case Study. International Journal of Sport Communication, 3(4), 501–514. https://doi.org/10.1123/ijsc.3.4.501
• Pickering, C., & Kiely, J. (2019). Do Non-Responders to Exercise Exist—And If So, What Should We Do About Them? Sports Medicine, 49(1), 1–7. https://doi.org/10.1007/s40279-018-01041-1
• Price, S., Jewitt, C., & Brown, Ba. (2023, September 7). The SAGE Handbook of Digital Technology Research. SAGE Publications Ltd. https://uk.sagepub.com/en-gb/eur/the-sage-handbook-of-digital-technology-research/book236070
• Reis, A. C., Frawley, S., Hodgetts, D., Thomson, A., & Hughes, K. (2017). Sport Participation Legacy and the Olympic Games: The Case of Sydney 2000, London 2012, and Rio 2016. Event Management, 21(2), 139–158. https://doi.org/10.3727/152599517X14878772869568
• Salman, G. G. (2022). SPORDA MARKALAŞMADA DİJİTALLEŞME VE SOSYAL MEDYANIN KULANIMI. The Journal of Academic Social Science Studies, null(Year: 13-Number: 79), Article Year: 13-Number: 79. https://doi.org/10.29228/JASSS.39481
• Sant, S.-L., Misener, L., & Mason, D. S. (2019). Leveraging sport events for tourism gain in host cities: A regime perspective. Journal of Sport & Tourism, 23(4), 203–223. https://doi.org/10.1080/14775085.2019.1711444
• Shank, M. D. (1999). Sports Marketing: A Strategic Perspective. Prentice Hall. Smith, N., Greene, A., Flanders, S., & Jones, C. (2020). Examining the Innovation Process of a Graduate Apprenticeship Program for Sport Organizations. Sports Innovation Journal, 1, 106–119. https://doi.org/10.18060/23944
• Srisiri, S. (2022). Sununta SRISIRI | Srinakharinwirot University, Bangkok | Department of Health Education | Research profile. ResearchGate. https://www.researchgate.net/profile/Sununta-Srisiri-3
• Statista. (2020a). Number of social network users worldwide from 2017 to 2025. Statista. https://www.statista.com/statistics/278414/number-of-worldwide-social-network-users/
• Statista. (2020b). Most popular social networks worldwide as of October 2020, ranked by number of activeusers. Statista. https://www.statista.com/statistics/272014/global-social-networks-ranked-by-numberof-users/
• Su, Y., Baker, B., Doyle, J. P., & Kunkel, T. (2020). Rise of an athlete brand: Factors influencing the social media following of athletes. https://doi.org/10.34944/dspace/7092
• Taştan, H. Ş. (2023). Sporda Dijital İnovasyon. Spor İnovasyonu Ve Dijital Teknoloji, 7.
• Taylor, S., & Woodhams, C. (Eds.). (2016). Human Resource Management: People and Organisations (2nd edition). CIPD - Kogan Page.
• Theodorakis, N. D., Kaplanidou, K. (Kiki), & Karabaxoglou, I. (2015). Effect of Event Service Quality and Satisfaction on Happiness Among Runners of a Recurring Sport Event. Leisure Sciences, 37(1), 87–107. https://doi.org/10.1080/01490400.2014.938846
• Thorpe, H., & Dumont, G. (2018). The Professionalization of Action Sports: Mapping Trends and Future Directions. Sport in Society, 22, 1–16. https://doi.org/10.1080/17430437.2018.1440715
• Troilo, M., Bouchet, A., Urban, T. L., & Sutton, W. A. (2016). Perception, reality, and the adoption of business analytics: Evidence from North American professional sport organizations. Omega, 59, 72–83. https://doi.org/10.1016/j.omega.2015.05.011
• Wang, X., Han, Y., Leung, V. C. M., Niyato, D., Yan, X., & Chen, X. (2020). Convergence of Edge Computing and Deep Learning: A Comprehensive Survey. IEEE Communications Surveys & Tutorials, 22(2), 869–904. https://doi.org/10.1109/COMST.2020.2970550
• Welbourne, T. M. (2010). Is it time for innovative HRM? Human Resource Management, 49(4), 573–574. https://doi.org/10.1002/hrm.20380 Wes Powell—NE DİJBA All-Star 2020. (n.d.). Retrieved September 28, 2023, from https://wespowell.com/nba-all-star
• Woyo, E., & Nyamandi, C. (2022). Application of virtual reality technologies in the comrades’ marathon as a response to COVID-19 pandemic. Development Southern Africa, 39(1), 20–34.
• Young, T. (2020, October 15). Why can’t we talk about the Great Barrington Declaration? The Spectator. https://www.spectator.co.uk/article/why-cant-we-talk-about-the-great-barrington-declaration/
• Zhang, Z., & Guo, M. (2022). Change of tourism organizations: Implications from a review of cultural tourism research. Frontiers in Psychology, 13. https://www.frontiersin.org/articles/10.3389/fpsyg.2022.1000117