Social media and big data : their potential impactc to sport event sponsorship / Bob Lee... [et al.]

Lee, Bob

Sponsorship for mega sport events has increasingly played a critical role to achieve financial benefits in return for business in the past few decades. Not until recent Olympics, 2012 London Olympics in UK and 2016 Rio Olympics in Brazil, started the sponsorship for mega sport events experiencing more vibration in business due to intervention of social media and big data in relevance to the sponsored event. Clearly, nowadays, an important element in mega events planning is the advent of social media and its impact. The purpose of this article was to examine social media and big data relevant to Olympic events and attempted to develop a comprehensive model to interpret the impacts of social media upon mega sport events. Rio Olympic 2016 along with other few mega events were selected as case studies.


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