Digital Marketing and Sports Analytics

This assignment delves into the world of digital marketing and its applications in the sports industry. It covers various topics such as social media marketing, online advertising, and data analysis. The assignment is designed to provide students with a thorough understanding of how digital marketing can be used to engage with fans, build brand awareness, and drive business results in the sports sector. By examining real-world examples and case studies, students will gain insights into the latest trends and best practices in digital marketing for sports organizations.

Running head: DISSERTATION
The Impact of Online sales and Marketing on Sport Event in London
Name of the Student
Name of the University
Author Note

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Acknowledgement
First of all, I would like praise the almighty GOD for providing me the opportunity to carry
out the study. I am also highly indebted to {Prof…………….} for his guidance and advice in
conducting this work. I would like to thank {Prof……….} for his encouragement and
direction during the work.

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Abstract
The usage of internet and online interfaces and the increasing popularity of online and social
media have considerable influences on the overall global business environment and has led to
much dynamics in almost all types of industries, which includes the global sports industry as
well. The recent activities of online marketing and digital selling of goods and services have
been increasingly incorporated by the sports industry, which in turn has led to a shift in the
behavior of the clientele globally, which in turn has led to considerable impacts on the sports
event and industry. In this context, the concerned research focusses on the impacts which are
experienced by the Wimbledon Sports Event in London, due to the increased application of
online sales and marketing. The results, both qualitative and quantitative, derived from
primary data analysis and interpretation, finds significant linkages of the same, in the aspects
of online booking of tournament tickets, online purchasing of Wimbledon merchandise,
online viewing of live as well as recorded matches as well as overall changes in customer
satisfaction, customer relation management and company revenue generation.

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Table of Contents
Table of Contents.......................................................................................................................3
Chapter 1: INTRODUCTION....................................................................................................7
1.1 Introduction......................................................................................................................7
1.2 Background of the Study.............................................................................................8
1.3 Research Problem......................................................................................................16
1.4 Research Objectives..................................................................................................17
1.5 Research Questions........................................................................................................17
1.6 Thesis Framework.....................................................................................................18
CHAPTER 2: LITERATURE REVIEW.................................................................................20
2.1 Purpose of the study.......................................................................................................20
2.2 Background (Already known facts)...............................................................................20
2.3 Different tools of online marketing................................................................................20
2.4 Relevant concepts and theories......................................................................................23
Sports Marketing..............................................................................................................23
The Sports Sales and Marketing Ecosystem Model.........................................................24
Sports Marketing Stratagems and social media stratagems.............................................25
Analysis of social media..................................................................................................26
Effect of online marketing sales and marketing on sports events....................................28
Online marketing goes main stream.................................................................................29
2.5 Lawn tennis sports events (Wimbledon)........................................................................29

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2.6 Limitations and recommendations.................................................................................30
Chapter 3: RESEARCH METHODOLOGY...........................................................................31
3.1 Introduction....................................................................................................................31
3.2 Research Design.............................................................................................................31
3.3 Research Philosophy......................................................................................................32
3.4 Research Approach........................................................................................................33
3.5 Data sources...................................................................................................................34
3.6 Data Techniques.............................................................................................................34
3.7 Sampling size and techniques........................................................................................35
3.8 Data analysis..................................................................................................................35
3.9 Ethical Consideration.....................................................................................................36
3.10 Research Limitations....................................................................................................36
Chapter 4: DATA ANALYSIS AND FINDINGS...................................................................37
4.1 Findings and Analysis of Quantitative Data..................................................................37
4.1.1 Descriptive Statistics...............................................................................................37
4.1.2 Correlation Analysis of the variables......................................................................41
4.1.3 Regression Analysis of the variables......................................................................43
4.2 Thematic Qualitative Analysis.......................................................................................46
4.3 Discussion......................................................................................................................48
Chapter 5: CONCLUSION......................................................................................................49
Reflection.................................................................................................................................51

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Chapter 6: REFERENCES.......................................................................................................53
List of Figures
Figure 1: Internet users across the globe as a percentage of total population over the years....6
Figure 2: Global advertisement expenditures across different mediums (2017) in US$M........6
Figure 3: Increasing revenue of the Global Sports Market (2005-2017)...................................7
Figure 4: Share of global sporting events market by events......................................................8
Figure 5: Youth Football fans involved in different media activities........................................9
Figure 6: Revenue of different Grand Slam Tournaments.......................................................11
Figure 7: Sales in sports and the marketing ecosystem model.................................................21
Figure 8: Types of research design..........................................................................................27
Figure 9: Types of research philosophy...................................................................................28
Figure 10: Types of research approach...................................................................................29
Figure 11: Types of data sources.............................................................................................30

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List of Tables
Table 1: Frequency of watching Wimbledon Tournaments.....................................................34
Table 2: Frequency of online viewing of Wimbledon Tournament.........................................35
Table 3: Frequency of online shopping from Wimbledon online stores..................................35
Table 4: Frequency of online purchase of Wimbledon tournament tickets.............................36
Table 5: Level of satisfaction from online marketing..............................................................37
Table 6: Comparison between online and offline experiences................................................37
Table 7: Pearson’s Correlation Coefficients for the concerned variables................................38
Table 8: Model Summary.........................................................................................................39
Table 9: ANOVA Test Results................................................................................................40
Table 10: Coefficients of regression........................................................................................41
Table 11: Level of Significance...............................................................................................41

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Chapter 1: INTRODUCTION
1.1 Introduction
In the contemporary period, the global business and commercial scenario has
developed and has experienced huge dynamics, much of which can be attributed to the
international phenomena like that of Globalization, industrial revolution as well as trade
liberalization in the major economies across the globe, which has helped in making the global
commercial and business environment more integrated, inclusive and hugely diversified
(Ferraro and Briody 2013). Along with these phenomena, the continuous and robust
development of the global technological and infrastructural abilities and revolutionary
innovations in these aspects have also played significant roles in building up a continually
evolving business framework in the global framework, which in turn has been affecting both
the demand and the supply side of almost all the industries across the globe (Botha, Kourie
and Snyman 2014).
One of such aspects of huge importance in global business scenario, which has played
crucial roles in bringing in huge changes in the operational frameworks of global business
and marketing is that of the advent of online sales and marketing technologies in the
contemporary period. With the increase in the usage of internet by almost all sectors of the
population of the world, the online mediums are becoming an integral part of the lives of
people in the contemporary period. In this context, the businesses are also incorporating the
usage of online interfaces and internets in their operational framework (Anandarajan,
Anandarajan and Srinivasan 2012). With the increasing integration of global businesses and
with more businesses and events going global, internet and online mediums are being

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increasingly used by different businesses and industries for marketing and sales purpose, in
order to attract a global clientele.
These increased online sales and marketing practices are found to have considerable
impacts on different industries, businesses and events as a whole in the global framework.
keeping this into consideration the concerned paper tries to analyze the impacts of the
increasing practices of online sales and marketing, particularly on the different sports events,
specifically emphasizing on the sports even held in one of the globally popular cities of
London (Shank and Lyberger 2014). The paper specifically emphasizes on the particular
lawn tennis sport event which is held at Wimbledon in London and tries to analyze and
interpret the impact of the recently growing online sales and marketing activities on the same
in the contemporary periods (Rudestam and Newton 2014).
1.2 Background of the Study
The term digital marketing refers to the marketing of different commodities and
services in front of the clientele, using non-traditional, digital technologies with the mediums
being internet, mobile phones, digital display advertising, social networks and other digital
mediums (Chaffey and Chadwik 2016). Over the years, the extent and magnitude of digital
marketing in global businesses has increased substantially, owing to the increase in the usage
of internet by all sectors of the population in the world as can be seen from the following
figure:

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Figure 1: Internet users across the globe as a percentage of total population over the
years
(Source: Statista.com, 2018)
With the increase in the number of internet users across the world, over the years, the
different businesses and commercial institutions across the globe have been incorporating
online marketing and sales techniques in their operational framework, in order to reach to a
much higher number of global clients and markets much faster and at a comparatively lesser
cost (Witkemper, Lim and Waldburger 2012). The gradual shifts towards an increased
preference of internet and online mediums amongst the businesses across the globe can be
seen from the following figure:

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Figure 2: Global advertisement expenditures across different mediums (2017) in US$M
(Source: Digitalstrategyconsulting.com, 2018)
As can be seen from the above figure, showing tremendous increase in the internet
advertisements in the recent periods, these techniques of digital marketing and sales are being
increasingly implemented in various industries and commercial domains which also evidently
includes the sports industry. In this context, the term “Digital Sports Marketing” refers to the
events which include the marketing of a club, a sports event, an athlete and sorting
professionals (Ryan 2016).
The global sports industry has developed consistently over the years with the
increasing number of sports, sport events as well as sport enthusiasts in the global framework.
This in turn has led to an increase in the expanse and size of the global sports market, which
can be seen from the following figure:

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Figure 3: Increasing revenue of the Global Sports Market (2005-2017)
(Source: Statista 2018)
As is evident from the above figure, development in the revenue of global sports
market has been upward for the most part over the last decade. According to a study by
Statista (2017), total revenue of global sport market was 46.5 billion US dollar, the total
revenue, which had been 78.2 billion dollars in 2012, increased to a considerably big amount
of 90.9 billion US dollar, by the end of 2017.
Much of this increase in the revenue as well as in the market size of the global sports industry
can be attributed to the increase in the level of enthusiasm among the population of the world
as well as to the increase in the number of sports event, small as well as large, seasonal as
well as regular ones, happening across the world, as can be seen from the following figure:

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Figure 4: Share of global sporting events market by events
(Source: Williams 2017)
Thus, from the above figures, it is evident that the global sports industry has been
growing significantly and the global sports market is currently worth of 700 billion USD with
a growth rate faster than that of the global GDP. The sports industry in the United Kingdom,
in this context, is itself one of the growing industries of the country with a worth of nearly
23.8 billion pounds and a provision of nearly 1 million employments.
With the increase in the domain of expansion of the global sports market as well as
with the increase in the usage of internet and online business and marketing techniques across
the world, the international sports market is also taking up these strategies of online
marketing and sales. The primary benefit of usage of this form of marketing and selling
techniques, especially in the global sport industry is the facility to reach to a global clientele,
especially to the youth population of sport enthusiasts, very easily (Abeza, Reilly and Reid
2013). This has even been facilitated by the increased usage of social media platforms by a
significant share of the population of the world.

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Figure 5: Youth Football fans involved in different media activities
(Source: Sportsmarketanalytics.com 2018)
With the advent of social media and increased usage of the same, the level of
awareness and enthusiasm among the population regarding the different sports event have
been increasing and in the contemporary period social media and sport events go hand in
hand (Royle and Laing 2014). Several trends in the current sports domain asserts the impact
of online mediums, especially social media on the sports viewing tendencies, which are as
follows:
 Nearly 61% of the global sports viewers are online follower of sports
 Almost all the sports events and clubs have robust presence in all the different social
media
 Almost 40% increase occurred in sharing of sports video clips online in 2016
(Digitalstrategyconsulting.com 2018)
Keeping this paradigm shifts in the preferences and behaviours of the demand side
participants in the sports industry, the different sports companies, businesses, sports clubs,

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events as well as sport merchandise and apparel producers have taken the strategies of
increasing their marketing and selling operations using online individual websites, portals as
well as different social media platforms. It is seen that various sports have been developed to
new markets all around the world. Interests of public have been increased to sports. As a
result, the health of sports industry has been improved. It is also expected that there is a
significant role of online sales and marketing in the impressive scheme of effects regarding
the last 10 years (Ryan 2016). Sponsors try to build new relationship with popular players
and leagues, in order to increase their commercial profits and sustainability.
The strategy of social media is focused towards the engagement of the user.
Awareness of sports events is promoted. Sports related questions are asked and the vital
information about the sports is shared to enhance the brand awareness. Clubs across a
diversity of special sports have used blogging as an immense approach to display the reasons
of supporting a particular club.
These digital marketing strategies and selling adopted by the businesses in the sport
industry as a whole, are also seen to be increasingly incorporated in the sports industry of UK
in general and London as whole (Tiago and Verissimo 2014). London being one of the
primary global cities in the contemporary period is also one of the eminent sport enthusiastic
cities across the world, hosting one of the immensely popular sport even known as the
Championships, Wimbledon, which is one of the oldest tennis tournaments in the world.

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Figure 6: Revenue of different Grand Slam Tournaments
(Source: Statista 2018)
As is evident from the above figure, Wimbledon, being one of the top four global
tennis tournaments, have huge share of revenue earned over the years. The recent increase in
the online marketing and selling of tickets and other online activities in the sports industry as
a whole is expected to have considerable impact on the specific tennis tournament itself,
which the concerned study tries to analyse and interpret, especially focussing on the Lawn
Tennis Sport Event held in the Wimbledon in London.

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1.3 Research Problem
As discussed in the above section, the innovative concept of digital marketing and
selling has been developing considerably over the years and is also an evident component of
the global sports industry in the contemporary period. There remain immense scopes for the
sports industry in the aspect of increasing the digital operational activities, with the increasing
online platforms, which help in sharing content, offers, marketing of products, events or
services on these companies and businesses through online websites, dedicated portals, P2P
technologies, live video streaming, podcasts and many other social media activities (Stephen
2016).
The consumer’s patterns and demand trends in the sport industry have also changes
considerably with the increase in the usage of internet and online platforms. On one hand
while this has led to the increase in the number of options and information among the
consumers, on the other hand, it has also led to the increase in their level of enthusiasm and
interests regarding the different sports event, thereby increasing the prospects of such sports
events (Stone and Woodcock 2014). The recent activities of the sports industries like online
ticket selling, marketing of clubs, tournaments, players (often endorsed by different linked
brands), sharing of trivia and marketing of different club or sport related customized
merchandise and the increased demand of the same has also resulted in considerable
implications on the sports industry as a whole.
These indicates towards the presence of significant impacts of the digital marketing
and selling activities with that of the prospects and operations of the sports industry as a
whole and the businesses in particular. However, the nature and magnitude of linkage
between the same and the areas in which these online activities influence the sports industry
and sport events are the arenas where there are immense scopes of exploration (Shank and
Lyberger 2014). Thus, the research problem of the concerned study is primarily of that of

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exploration of the impacts of the digital sales and marketing on the sport events, specifically
in London, with primary emphasis on the city’s most popular and globally known tournament
of Wimbledon.
1.4 Research Objectives
The primary objectives of the concerned research include analysis and interpretation
of how the increasing activities of digital marketing in the sports industry, by the different
sports companies influence the different sports events and their profitability and
sustainability. The arena being hugely widespread, the concerned research primarily aims to
see the effects of digital marketing activities in the sport industry of London and the effects of
the same in the demand and supply dynamics of the sport events held in the city, specifically
emphasizing on the Wimbledon tennis tournament.
1.5 Research Questions
Keeping into consideration the objectives of the concerned research, the primary
research question formed and analyzed in the concerned study is as follows:
How do the digital marketing and selling activities in the sport industry affect the sport
events in London as a whole and Wimbledon in specific?
Keeping this as the primary research question, the secondary questions the study intends to
explore are as follows:
1. How has digital marketing developed in the sports industry globally as well as in
London?
2. Which are the shares of population of London who are influenced by the increasing
digital marketing in the sports industry?
3. Which areas of sports marketing are digital marketing techniques specifically
employed to?

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4. How digital marketing and sales have influenced the dynamics in the Wimbledon
tournament over the years?
1.6 Thesis Framework
The research thesis is comprised of the following parts:
Introduction: This chapter provides an outline of the thesis. The background of the field of
study has been discussed in this part, which involves the research aim, objectives and the
research questions were clearly mentioned in this chapter.
Literature Review: This chapter conducts an extensive review of the theories and concepts
as well as empirical evidences present in the exiting literary evidences. This chapter also
discusses the previous research works of various researchers over the years concerning the
sports marketing and social media, thereby trying to find the gap which exists in this aspect in
the current literary evidences.
Methodology: The most important chapter of the research work is that of the research
methodology. A mixed method of research has been used to conduct the research. Both
qualitative and quantitative research methodologies are essential for the research. This section
of the thesis highlights the research techniques, methods and samples which have been taken
into consideration for the concerned study.
Results: All the results of the research are arranged, analyzed and interpreted in this chapter,
highlighting the key observations and major findings were indicated in this chapter.
Conclusion: An appropriate conclusion has been provided at the end of the research. The
conclusion has been drawn after comprehensively analyzing and understanding every above
mention chapter. An understandable indication of what has been learned in the research is
mentioned in this chapter along with the research limitations. Recommendations for future

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research on this particular topic regarding professional and personal purposes have also
provided.

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CHAPTER 2: LITERATURE REVIEW
2.1 Purpose of the study
The current section concentrates on current knowledge counting substantive findings
along with theoretical together with methodological contributions to the topic under
consideration. As such, the study explicates in detail online marketing and sales aspects,
comprehends specific phenomena for gaining insights regarding the topic under
consideration.
2.2 Background (Already known facts)
Online sales and marketing can be said to have become a widely discussed topic in
every sector, and gradually plays a significant role in multi-channel marketing stratagem in
any business concern (Armstrong et al. 2015). This makes use of the internet to deliver
promotional marketing messages to various consumers. Essentially, businesses are already
aware of marketing strategies in this regard that counts email marketing, social media
marketing, marketing using search engine, diverse types of display advertising (counting
advertising using web banner) along with mobile advertising. Li and Kannan (2014) suggest
that like other media of advertising, online advertising regularly includes both a publisher as
well as an advertiser. Publisher assimilates advertisements into online content and an
advertisement delivers advertisements that have the need to be displayed on the content of the
publisher. However, other prospective participants comprise of advertising agencies that aid
in the process of generation and positioning of a copy of the advertisement and a server of ad
who technically delivers the ad and monitors statistics and advertising affiliates who carry out
independent promotional work for advertisers (Cobb et al. 2015).

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2.3 Different tools of online marketing
There are different tools of online marketing and businesses are conscious of these
tools, their advantages and disadvantages. These include the following:
Display Advertising: As rightly indicated by Kladou and Mavragani (2015), display
advertising expresses the advertising message visually utilizing text, photographs, graphics,
videos, animations as well as logos among many others. Essentially, display advertising
regularly target users with specific traits to enhance the impact of the ad.
Web Banner Advertising: Web banners or else banner advertisements typically are
graphical presentation of advertisements that are displayed within a specific web page.
Banner advertisements can utilize rich media to assimilate video, audio, buttons, forms or
else other interactive components utilizing Java applets, Adobe Flash, HTML along with
other programs (Van Noort et al. 2015).
Frame Advertisement: Frame Advertisements were the first outline of web banners.
Particularly, the colloquial usage of mainly banner advertisement time and again indicates
towards traditional frame advertisements. Basically, website publishers assimilate frame
advertisement by setting aside a specific space on the web page (Leff et al. 2014).
Pop-ups: Leff et al. (2014) suggest that a pop-up advertisement is demonstrated in a
novel web browser window that necessarily opens above browser window of the visitor of the
website. Particularly, a pop-under necessarily opens a novel a specific browser under a
browser window of the website.
Floating advertisement: A floating advertisement or else overlay advertisement can
be regarded as a type of rich media advertisement that seems to be superimposed over the
applied content of the website (Van Noort et al. 2015). In essence, floating advertisements
might disappear else wise become less obtrusive after a predetermined time period.

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Expanding advertisement: An expanding advertisement is a significant media frame
ad that alters dimensions upon a predefined condition, namely a preset time period a visitor
spends on a certain webpage, the click of the users on the advertisement, or else the mouse
movement over the advertisement (Jayanetti et al. 2017). Expansion of advertisement permits
advertisers to add more amount of information into a restricted advertisement space.
Interstitial ad: Jayanetti et al. (2017) suggest that an interstitial ad expresses before a
specific user and can access applied content, sometimes whilst the user is waiting for loading
of the content. In essence, interstitial ads are necessarily a specific form of interruption
marketing.
Text Ads: As rightly put forward by Jankowski et al. (2016), a text ad expresses text
based hyperlinks and this might express separately from a primary content of a web page else
wise they can be embedded by a particular hyperlinked worlds or else phrase to the websites
of advertisers. In essence text ads might also be provided by means of email marketing or
else text message marketing.
Search engine marketing: Search engine marketing is formulated to enhance
visibility of website in specific search engine pages (SERP). In essence, search engine also
delivers sponsored outcomes along with organic outcomes founded on query of web searcher
(Kotler 2015).
Search Engine Optimization: Essentially, search engine optimization (SEO) intends
to enhance search ranking of a specific website in SERP by enhancing relevance of the
content of the website.
Sponsored search: Again, sponsored search permits advertisers to be counted in the
sponsored outcomes of a specific search for selected key words (Keller and Kotler 2016).

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Social media marketing: Social media marketing can be referred to as commercial promotion
that is undertaken by means of social media websites (Keller and Kotler 2016)
Mobile advertising: Mobile advertising can be regarded to be ad copy that is
delivered by means of wireless devices of mobile, various feature phones else wise tablet
computers (Armstrong et al. 2015). Essentially, mobile advertising might possibly be static or
rich media display ads, short message service (SMS), mobile search ads, ads within mobile
websites, mobile search ads and many others.
Email Advertising: Email advertising is necessarily an ad copy consisting of an
entire email otherwise a specific part of an email. Essentially, email marketing might perhaps
be unsolicited where the sender might possibly provide the recipient an alternative to opt out
of upcoming emails, otherwise it might be sent with the prior consent of the recipient (Keller
and Kotler 2016).
2.4 Relevant concepts and theories
Sports Marketing
As rightly put forward by Armstrong et al. (2015), sports marketing is a social as well
as managerial procedure by which different individuals along with groups acquire what they
desire by means of generating and exchange of products along with value with one another.
Particularly, in the context of sports, sport marketing is necessarily about social and
managerial procedures by which fans, Sports units along with other corporations get
associated to sport. For example, media along with technology corporations generate and
exchange products/services with one another, increasingly by means of digital media namely
set top boxes, diverse mobile devices, and social media along with live sports events. The
chief sources of revenue from specifically sports market include ticketing, merchandising,
sponsorship, rights management in broadcast (Chernev 2018). Looking at arrangement of

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sports market, one of the characterising features of sports industry is that it has multi-tier
framework. International Variances in online markets explains that sports can be considered
to be worldwide phenomenon and athletes have the necessity to address significant regional
differences in terms of interests and behaviour.
The Sports Sales and Marketing Ecosystem Model
The business along with social procedures that connect these diverse groups and
individuals in diverse tiers can be defined in terms of communication, flows of information
between diverse entities. The process of sharing of information either in form of video, news
articles, sporting events, chat rooms, social networking is supposed to be at the heart of the
way fans interact with the market of sports and with one another (Watrobski et al. 2016).
Thus, it is important to understand the influence that these changes in media exert on
exchange procedure and understand influences of web 2.0 and social media on sports
marketing.
A particular way of reflecting a wide range of corporations, groups along with individuals
engaging in sports and associating to one another is by means of notions of an ecosystem.
The figure below represents sales of sports together with marketing ecosystem model.

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Figure 7: Sales in sports and the marketing ecosystem model
(Source: Watrobski et al. 2016)
Sports Marketing Stratagems and social media stratagems
The objective of sports marketing is to develop specific brand and consciousness
regarding sport, comprehending interests and viewpoints of fans, generation of awareness of
particular events else wise product, concentration on sales of ticket and sales of subscription,
augmented digital experience and development of ties with different individuals and fan
networks. The social media tactics primarily includes development of CRM stratagems for
making customized offers along with promotions to fans, utilization of digital media counting
internet, mobile as well as social media to augment experience of fans (Chen and Wu 2016).
Furthermore, there is also need for online promotions that have the need to include diverse
paid search, email, and affiliate marketing along with internet advertising by means of social
media. The strategies also include listening to specific discussions and taking part for
developing techniques to detect the most influential websites.

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Analysis of social media
Evaluation of social media worldwide plays an important role in easy as well as fast
processes of communication. This can link one business to another, finding misplaced ones,
chatting, sharing pictures as well as videos to the entire world. Most importantly, it has been
a necessary tool in creation of job and improving economy of many nations (Li and Kannan
2014). The current research replicates the fact that social media is an effectual tool that makes
methodological use of marketing along with other technological notions and techniques to
attain particular goals for corporations, personal or else even corporations. Essentially, this
can be illustrated
As correctly mentioned by Riasi and Pourmiri (2015), there are diverse types of social
media that can be utilized effectually at the time of organizing as well as marketing a specific
event. These include podcasting, blogging as well as social networking.
Podcasting
As rightly indicated by Jones and Jones (2014), podcasting can be considered as the
lease utilized network by corporations when executing their social media stratagem.
Nevertheless, podcasting can be regarded to be essential in developing an on air promotional
instrument as they are very comparable to photo as well as video sharing.
Blogging
Blogging is not always an exercise by marketers as they do not view it as a specific
marketing solution. However, the real truth is that it is necessarily a solution if applied into
process of planning and can be utilized to interact with customers, ask pertinent questions and
deal with subsisting problems of customers. Li and Kannan (2014) say that blogging presents
different ways of assisting core sections of what makes a corporation successful.
- Decent thoughts

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- Innovative product
- Visibility
Social Networking
As correctly mentioned by Dobele et al. (2015), in the article, it can be observed that
over the past decade communication through social network has developed where there are
millions of users. Riasi and Pourmiri (2015) suggest that social network delivers great
opportunity for business and this eliminates online marketing costs. Majority of the solution
takes in Facebook as well as Twitter. In essence, the media delivers opportunity for
interacting with individuals as well as customers as it enables different mechanisms of
generating an association with customers and developing an observable brand.
Opinions regarding social media
The social media has developed a lucrative innovating thought that the internet world
has experiences since its inception. Most of the users acknowledge the potential as well as
value of social media but majority of the users have personally carried out research
concerning the challenges along with disadvantages that come along with it. As correctly
mentioned by Shank and Lyberger (2014), the most vicious threat encountered at the time of
utilizing social media is planning. Utilizing social media is normally not just a ball game
although it is a 24 hours service. However, planning is an important part of becoming
successful and achieving objectives.
As correctly mentioned by Jones and Jones (2014), another challenge encountered for
new users is that most effectual characteristics are only available for different premium users.
Again, inadequate investment from companies on utilization of social media makes it very
difficult for firms to navigate ways into successful paths. This is because most of desired
targets are necessarily premium users.

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Verhoef et al. (2015) mentions that majority of users of social media nowadays has
the inclination to maintain crucial information or detailed information in private. The
marketers might have the need to revere by all costs in case if there are attentions of a
targeted person. Nevertheless, there are numerous ways in which violations can be properly
determined. As rightly indicated by Li and Kannan (2014), transparency is necessary and a
marketer needs to be transparent in getting pertinent information and carrying out marketing
duties by respecting privacy of the customers. As suggested by Riasi and Pourmiri (2015),
social media is diverse when it comes to geography, religion and nations that can occur as
backlash as majority of marketers utilizing this platform come across diverse people from
different works of life.
Effect of online marketing sales and marketing on sports events
As rightly indicated by Akhter (2015), the increased use of internet, counting
conventional websites, social media and web 2.0 generates both threats along with
opportunities for diverse sports federation in context of transforming consumer behaviour,
social network of fans, new entrants in the form of technology corporations and new patterns
of strategic behaviour by several media corporations. The social media generates new
structure of power founded on specific shared communication amongst fans and between
different members of the entire ecosystem. Especially, novel technology media giants are also
entering into market of sports namely Google TV and Apple. Again, media companies can
also be analysed as there is aggressive expansion of media corporations from TV to Internet.
In addition to this, apps and mobile devices develop new patterns of consumption and
generate opportunities to develop associations with fans and stretch the period of time of
various sporting events (Strauss 2016). The marketing stratagem also has the market
expectations that replicates about different sections concerning disbursements for internet

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content. Furthermore, internet distribution also needs to be evaluated for assessment of online
marketing for sports events.
Online marketing goes main stream
Online marketing communication is observed to move towards interaction between
different individual recipients as well as consumers in place of being directed from a
marketing corporation to the entire masses of consumers. The social networking that permits
the quick and easy dissemination of information is partially a product of alterations in online
communication channels, but these communication channels are partially enabled by
particularly social networking (Strauss 2016). The emergence along with popularity of social
networking websites along with social media has made things easy for a specific individual to
communicate in specifically real time basis with thousands of strangers with single close
friends.
User generated content contains online blogs, wiki contributions, comments in
specific forums, and pictures along with status updates on diverse social networking sites.
This is also known as media generated by media, media created by consumer and this can be
considered to be an important element of the so-called second-generation web or else Web
2.0. As per the viewpoint of Armstrong et al. (2015), the structure of power has transformed
owing to the fact that consumers have obtained access to specific information
2.5 Lawn tennis sports events (Wimbledon)
The administration of Wimbledon expressed that they are actively exploring various
ways of working with various commercial partners to boost and promote the food as well as
beverage served by the brand. Wimbledon already lures large number of audiences and
expects to celebrate diverse reasons behind brand connections with wide range of fans along
with viewers. By means of currently launched and introduced Wimbledon Foundation, it is

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important to participate in regional community and provide opportunities (Li and Kannan
2014). Furthermore, this is not essential to become “year-round” proposition. Again, tennis is
necessarily the most significant aspect about Wimbledon. The club basically looks towards
persistent enhancement in all things they undertake. The administration mentions that they
essentially do not have large budgets, and Wimbledon is lucky to possess 60 broadcasters that
can cover “The Championships” around the entire world to aid spreading the message along
with official partners together with the players.
2.6 Limitations and recommendations
Several academic scholars have explored online marketing and the effect of online
marketing on specific events conducted by business units/institutions or any other units.
However, there are few studies that concentrate on effect of online marketing on specific
sports events in London. Therefore, considerable amount of focus can be laid on specific
challenges in sports marketing (Van Noort et al. 2015). In effect, internet distribution
threatens the overall value of live broadcasting owing to internet piracy and altering habits of
consumers for particularly consumption of sports that might make different live events
appealing to different broadcasters. However, there the Internet is also said to generate new
possibilities for various minority sports that are not adequate to lure considerable amount of
revenue from different mainstream television broadcasting. Based on prior literature it can be
hereby be mentioned that content value is not properly understood and there is ambiguity
regarding the way new deals of broadcasting need to be handled. Therefore, it can be said that
there is need for further research in this particular area. Also, another area overlooked
includes internet rights counted in agreements of television broadcasting.

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Chapter 3: RESEARCH METHODOLOGY
3.1 Introduction
This section of the thesis tries to highlight the research framework which is used in
the concerned study in order to analyze and interpret the impacts of digital sales and
marketing on the sports events in London, especially on that of Wimbledon.
3.2 Research Design
The research design shows the overall construct in which the research is conducted
and also shows the overall course followed by the research. Usually there are three broad
types of research designs, namely explanatory, exploratory and descriptive.

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Figure 8: Types of research design
(Source: As created by the author)
While explanatory design helps in identification of different types of incidents and
their relevance with the research topic, exploratory design aims to explore specific areas and
aspects of a research topic. Descriptive design on the other hand, helps in enhancing the in-
depth information accumulation about the same (Meyers, Gamst and Guarino 2016). Keeping
this into consideration, the concerned study adopts an explanatory design in order to identify
and interpret the different impacts of digital marketing on the sports event taken into
consideration.
3.3 Research Philosophy
The research philosophy, showing the overall nature and guidelines followed by the
researchers are usually of three types:

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Figure 9: Types of research philosophy
(Source: As created by the author)
Positivism allows the researchers to form several hypotheses at the initiation of
research work and test the feasibility of the same in the light of the evidences collected or
studied, in a highly structured research framework. Realism philosophy, however, helps in
performing both qualitative as well as quantitative researches, with the methods aligned to the
research matter. On the other hand, interpretivism helps in analyzing in depth a small sample
to explore the issues in consideration. In the concerned research, realism philosophy is
applied keeping into mind the application of a mixed method for analysis.
3.4 Research Approach
There are broadly two types of approach which are implemented in the contemporary
research framework, which are as follows:

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Figure 10: Types of research approach
(Source: As created by the author)
The inductive approach involves analysis of empirical and other evidences in order to
generate untested conclusions. On the other hand, the deductive approach involves formation
of hypotheses first and then testing their viability in the light of the empirical evidences
(Myers, Well and Lorch Jr 2013). As the concerned research tries to analyze the impacts of
the digital marketing on the sports events, which can be open ended and untested, so the
inductive approach is taken where no former assumptions are formed.
3.5 Data sources
There usually remain two types of data sources for conducting researches, which are
primary and secondary.

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Figure 11: Types of data sources
(Source: As created by the author)
While primary data includes those collected by the researcher himself or herself and
are more authentic and unbiased, collection of same is a time taking and costly process.
However, the secondary data sources, though comparatively cheaper and time efficient, have
the risks of biasedness and inferior qualities (McDaniel and Gates 2013). Keeping this into
consideration, the concerned study collects primary data in the form of interviews with 50
related personnel in the sports industry of London.
3.6 Data Techniques
The data analysis techniques are primarily quantitative and qualitative. The
quantitative analysis techniques help in analyzing numerical data and are generally capable of
dealing with a large sample size. However, there often remains several abstract aspects which
cannot be cardinally measured but have considerable relevance with the research issues. For
incorporating these attributes qualitative techniques are incorporated (Johnston 2017).

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Keeping this into consideration, the concerned research adopts a mixed method
involving both qualitative and quantitative techniques.
3.7 Sampling size and techniques
As discussed above, a total sample size of 50 is taken into consideration for the
concerned research, the members of the sample include the demand side as well as the supply
side members in the sports industry, including sport enthusiasts as well as employees at the
managerial levels of several sport clubs, companies and events in London.
A quantitative interview has been conducted with these 50 participants, in order to
analyze the cardinal impacts of digital marketing on the sport events including that of
Wimbledon. On the other hand, to take into account the non-cardinal impacts of the same, 6
of the participant have been selected on the basis of random sampling and an in depth
qualitative interview has been conducted with them, inclusive of several crucial open-ended
questions.
3.8 Data analysis
The quantitative data collected is analyzed using the statistical platform, SPSS and
correlation, regression and other statistical analysis have been performed in order to study the
impacts of the independent variable (digital marketing and selling techniques) on the
dependent variable (sales, revenues, popularity and sustainability of the sports events) (Cozby
2012). Statistical analysis like correlation, regression and ANOVA tests have been conducted
on the collected primary data to see the impacts of the digitalization and online marketing on
the Wimbledon Sports event. On the other hand, thematic analysis is done with the help of
the qualitative data collected in order to analyze and highlight the ordinal aspects of digital
marketing and its impact on the sports even concerned in London and in order to take into
account the perceptions of the concerned participants regarding this aspect (Nardi 2018).

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3.9 Ethical Consideration
For any research to be robust and insightful, it is of immense importance for the
research to follow an ethical framework, because taking unethical means can demean as well
as influence the results of the research negatively, thereby creating bias or making the
research less fruitful for future prospects. Keeping this into consideration and to make the
concerned research insightful, the ethical parameters have been taken into consideration
(Singh 2012). The interviews have been conducted with the selected participants only after
receiving their consent in written form and confidentiality has been maintained in terms of
their identity to preserve their dignity. The research activities have been performed only after
approval from the ethical board of the esteemed institutions and the results of the analysis
have been unbiasedly presented in the concerned thesis.
3.10 Research Limitations
The concerned research, however, has several limitations, the primary one of which is
that the concerned study focusses on a very targeted sector of the sport industry of London,
specifically emphasizing on the Wimbledon tennis tournament, thereby leaving the other
sport arenas of the country as well as of other countries unexplored. This limits the
application of the outcome of the research and its viability in the global scenario.

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Chapter 4: DATA ANALYSIS AND FINDINGS
4.1 Findings and Analysis of Quantitative Data
As has been discussed in the above section, in this section, the quantitative data is
analyzed and interpreted with the help of the SPSS statistical platform, where correlation and
regression analysis have been done. The results and their analysis and interpretation are as
follows.
4.1.1 Descriptive Statistics
The nature of the responses and the frequency of distribution of the same, collected
from 50 selected respondents are as follows:
 How often is Wimbledon Tournaments watched by the respondents?
Table 1: Frequency of watching Wimbledon Tournaments
Frequency Percent Valid Percent
Cumulative
Percent
Valid Almost Always 11 22.0 22.0 22.0
Often 11 22.0 22.0 44.0
Sometimes 13 26.0 26.0 70.0
Seldom 12 24.0 24.0 94.0
Never 3 6.0 6.0 100.0
Total 50 100.0 100.0
As is evident from the above table, nearly 26% (13 out of 50 respondents) watch
Wimbledon Tournaments sometimes, while 24% (12 out of 50) watch the same seldom.
Equal percentages (22%) of the sample size can be seen to watch the tournaments almost
always and often. Only 3 of the respondents do not watch the tournament, which in turn

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implies that the tournament is quite famous at least among the sample of people randomly
selected.
 How often the tournament is watched online?
Table 2: Frequency of online viewing of Wimbledon Tournament
Frequency Percent Valid Percent
Cumulative
Percent
Valid Almost Always 15 30.0 30.0 30.0
Often 16 32.0 32.0 62.0
Sometimes 11 22.0 22.0 84.0
Seldom 3 6.0 6.0 90.0
Never 5 10.0 10.0 100.0
Total 50 100.0 100.0
Of the selected participants, 32% and 30% can be seen to be watching the tournament
often and almost always respectively, followed by 22% (11 out of 50 respondents) who watch
the games online sometimes. Cumulatively, the total percentage of respondents who watch
the tournaments online at least seldom or more than that is 90% which significantly implies
the increasing popularity of the online tournament viewing of Wimbledon.
 How often are merchandises bought from the Wimbledon online stores?
Table 3: Frequency of online shopping from Wimbledon online stores
Frequency Percent Valid Percent
Cumulative
Percent
Valid Frequently 12 24.0 24.0 24.0
Occasionally 20 40.0 40.0 64.0
Rarely 9 18.0 18.0 82.0

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Very Rarely 5 10.0 10.0 92.0
Never 4 8.0 8.0 100.0
Total 50 100.0 100.0
As is evident from the above figure, that 20 out of 50 respondents (40%) forms the
largest group of respondents who occasionally purchase from the merchandises from the
online shop of Wimbledon. 12 out of 50 respondents (24%) buys frequently from the online
shops of Wimbledon. Only 8% of the total population reported that they do not use online
shopping platform of Wimbledon, which in turn implies that the awareness as well as online
purchase of Wimbledon merchandises have been increasing (Weiss and Weiss 2012).
How often are tickets for Wimbledon tournaments bought online?
Table 4: Frequency of online purchase of Wimbledon tournament tickets
Frequency Percent Valid Percent
Cumulative
Percent
Valid Almost Always 12 24.0 24.0 24.0
Often 12 24.0 24.0 48.0
Sometimes 15 30.0 30.0 78.0
Seldom 7 14.0 14.0 92.0
Never 4 8.0 8.0 100.0
Total 50 100.0 100.0
The above table signifies that nearly 92% of the total sample have used the online
tickets buying facility of the concerned tournament, of which the biggest cartel is that of the
ones who buy tickets of Wimbledon online sometimes, the percentage being 30%. followed

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by the groups who buy online tickets online almost always or often, which indicates towards
popularity of online ticket buying of Wimbledon.
Satisfaction of online ticket booking and purchasing of Wimbledon tournaments
Table 5: Level of satisfaction from online marketing
Frequency Percent Valid Percent
Cumulative
Percent
Valid Very Satisfied 15 30.0 30.0 30.0
Satisfied 22 44.0 44.0 74.0
Neither 6 12.0 12.0 86.0
Dissatisfied 5 10.0 10.0 96.0
Extremely dissatisfied 2 4.0 4.0 100.0
Total 50 100.0 100.0
From the above table the overall level of satisfaction of usage of online marketing websites of
Wimbledon, in the aspect of buying tournament tickers or Wimbledon merchandises are quite
high, as only 14% of the total sample reported to be dissatisfied with the concerned facilities.
Is the online experience of watching Wimbledon and buying Wimbledon merchandise
better than the offline experience?
Table 6: Comparison between online and offline experiences
Frequency Percent Valid Percent
Cumulative
Percent
Valid Much Better 10 20.0 20.0 20.0
Better 27 54.0 54.0 74.0

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Same 8 16.0 16.0 90.0
Worse 3 6.0 6.0 96.0
Much Worse 2 4.0 4.0 100.0
Total 50 100.0 100.0
Nearly 27 out of 50 respondents assert that their new online experience of watching
tournaments or buying from online shopping interface of the same has been much better than
the previous offline experience. Only 10% of the total respondents were of view that their
online experience has been worse than their offline experience.
4.1.2 Correlation Analysis of the variables
Keeping this into consideration, the correlation of the different variables taken into
consideration for the concerned research can be seen as follows:

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Table 7: Pearson’s Correlation Coefficients for the concerned variables
The value of the Pearson’s Correlation Coefficient can vary between -1 to +1. While the
value of the coefficients from 0 to +1 implies positive correlation, the values between 0 to -1
signifies negative correlation (Eisinga, Te Grotenhuis and Pelzer 2013).
Values between ±1 to ±0.7 implies strong correlation
Values between ±0.7 to ±0.4 implies moderate correlation
Values between ±0.4 to ±0.1 implies weak correlation

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Value equal to 0 means no correlation
As is evident from the above table, there exists in general moderate positive
correlations between all the variables taken into consideration, which indicates towards
positive and direct linkages among the variables. The correlations are also found to be
significant, some at 0.01 level of confidence and others at 0.05 level of confidence. This in
turn implies that with the increase in one of the variables leads to an increase in the others, in
case of the impacts of online marketing on Wimbledon Sports Event.
4.1.3 Regression Analysis of the variables
While the correlation analysis shows the overall relationship between the different
variables which are taken into consideration, it does not show the cause and effect direction
of the relationship of the concerned variables. To take this into account, the regression
analysis is done which shows the impacts of the independent variables of an analysis on the
dependent variable of the same (Draper and Smith 2014).
In this context, the concerned research conducts a regression analysis by taking the
variables as follows:
Dependent Variable- The magnitude of superiority of online experiences over the offline
experiences
Independent Variables:
 Level of satisfaction from online marketing and ticket booking facilities
 Frequency of buying merchandises from online shopping portal of Wimbledon
 Frequency of buying online tickets for Wimbledon
 Frequency of watching Wimbledon tournaments online
 Frequency of watching Wimbledon tournaments
The model summary can be seen as follows:

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Table 8: Model Summary
Model R R Square
Adjusted R
Square
Std. Error of the
Estimate
1 .632a .399 .330 .79280
As is evident from the above table, the value of R Square is 0.399 which is
approximately equivalent to 0.4. This in turn signifies that nearly 40% of the variability in the
dependent variable can be explained by the independent variables considered, which is
considerably robust for the concerned scenario.
The significance of this variability is shown with the help of the ANOVA Test, the
result of which can be seen as follows:
Table 9: ANOVA Test Results
Model Sum of Squares df Mean Square F Sig.
1 Regression 18.345 5 3.669 5.837 .000b
Residual 27.655 44 .629
Total 46.000 49
The value of significance being 0.000, it can be asserted that the variability is strongly
significant.
The coefficients of regression can be seen as follows:

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Table 10: Coefficients of regression
Based on the above values the equation for the concerned model can be constructed as
follows:
0.879 + 0.408(Frequency of watching tournaments) – 0.027(Frequency of watching online) –
0.092(Online shopping) -0.138(Frequency of buying tickets online) + 0.4(Level of
satisfaction with online tickets buying and shopping facilities) = Magnitude by which the
online experience is better than the offline experience
Table 11: Level of Significance
Model Sig.
(Constant) .015
How often do you watch Wimbledon tournaments? .002

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How often do you watch the tournaments online? .803
How often do you buy merchandises from Wimbledon online
shopping website?
.412
How often do you buy tickets for Wimbledon tournaments
online?
.280
How satisfied are you with these online marketing and ticket
booking facilities?
.001
As is evident from the above table, only the values of coefficients for watching
Wimbledon tournaments and level of satisfaction from the online marketing and ticket buying
facilities are found to be significant (Montgomery, Peck and Vining 2012).
Thus, it can be concluded that the negative relation between the magnitude of
superiority of online experience over offline experience and the variables like frequency of
watching online tournament, of buying merchandises online and buying tickets online,
although being striking is not significant, while the positive relation between the dependent
variable taken into consideration and independent variables like watching tournaments and
level of satisfaction form online marketing facilities are found to be significant.
4.2 Thematic Qualitative Analysis
To analyse and interpret the qualitative data collected, the thematic method or the
cluster method has been applied. Using the constructionist ways, four primary themes have
been constructed in the aspect of how the digital marketing techniques influence the
Wimbledon Tournament as a whole and the responses are analysed under these themes,
which are as follows (Sgier 2012).
Theme 1: Increasing enthusiasm and information dissemination

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As can be seen from the qualitative responses collected, a major share of people
admitted to the fact that the online facilities of match watching and buying Wimbledon
merchandises online as well as online ticket booking systems have led to an increase among
their enthusiasm about the tournament as a whole as they tend to see the matches more at the
time of their convenience, much of which can be attributed to the access to smart phones and
cheap internet packages. This in turn implies that the digital facilities help in increasing the
awareness and enthusiasm among the viewers.
Theme 2: Customer Satisfaction
There have been mixed views regarding the same. While some of the respondents
have strongly asserted that there has been an increase in the convenience level of watching
matches and also in the aspects of buying different merchandises and buying match tickets,
there have also been several responses which pointed out towards the fact that the
conventional ways of watching the matches live are far more exciting and satisfying than the
new age digitalized facilities.
Theme 3: Revenue Generation
As is evident from the above discussion, many of the concerned respondents use the
online facilities to purchase tickets for the matches as well as for buying different products
and merchandises from the Wimbledon online shops, which being previously not present, is
expected to increase the revenue generation of the same considerably.
Theme 4: Customer Relation Management
As can be seen from the evidences collected, the match updates and live podcasting
have been convenient options. The online shopping websites also have options where the
customers can provide their feedbacks about the commodities and what can be improved or

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rectified. This in turn indicates towards the fact that customer relation can be more
interactively and appropriately managed in the digital marketing system.
4.3 Discussion
From the above qualitative as well as quantitative analysis, it can be seen that the digital
marketing and management of the Wimbledon sports events as well as the online shopping
website of Wimbledon has led to significant shift in the pattern of habits of a major share of
the sports enthusiastic people. As is evident from the increasing number of online viewers,
increased online views of tournaments, increased revenue generation from the selling of
different merchandise to the customers with the help of the shopping websites. The level of
satisfaction from these activities can be seen to be directly and significantly influencing the
notion of superiority of online activities than the offline ones. However, this is seen to
decrease with the increase in the extent of shopping and online match viewing which is also
augmented by the qualitative analysis, which indicates towards the fact that many of the
respondents perceive live watching matches in the stadiums much more exciting than online
viewing and only substitute the former with the latter for time and cost issues. However,
these negative relations are not found to be significant. The increasing purchasing habits
(both tickets and merchandises) indicate towards the increased revenue generation scopes for
the concerned event. In general, the model is found to be robust and insightful and there
remains huge scopes of further expansion and exploration of the same.

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Chapter 5: CONCLUSION
From the above discussion and analysis of the impacts of online sales and marketing on
Wimbledon Sports events, it can be in general commented that the same has led to a
considerable shift in the nature of the customer activities, which in turn is expected to have
considerable implications on the event as well. As the literature review suggests, the impacts
of digitalization and especially increased popularity of social media on the sports event in
general are huge. The same can also be seen to be happening in the concerned case as can be
seen from the results of the analysis of both the qualitative as well as quantitative data
collected in the concerned research.
The analysis of the quantitative data collected, shows that considerable share of the sample
selected are regular viewers of Wimbledon and most of them in the contemporary period
have started to use the online media to watch the tournaments. The reason behind this comes
out from the qualitative analysis which shows that most of them adopt this method as it is
cost saving as well as time convenient being highly portable and flexible. The increase in the
purchase of the products from the online shop, as can be seen from the quantitative analysis
can be augmented by the qualitative analysis which attributes the same to the increased
availability of varieties goods which in turn attracts a targeted clientele. The availability of
online ticket booking facility is also seen to be contributing positively in increasing the
appeal of online sales and marketing of Wimbledon to the customers, thereby benefiting the
organizations.
In spite of the presence of negative cause and affect relation between the frequency of online
purchasing of goods and tickets with that of the magnitude of superiority of online interfaces
over that of offline ones, the values are not found to be significant, whereas the positive

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relation between level of satisfaction of usage of online interfaces with that of the dependent
variables is found to be significant. Together, these results indicate towards the fact that there
exist significant implications of digital marketing and sales on the sports events, specifically
on that of the Wimbledon tournaments and events, in terms of greater revenue generation,
greater popularity and enthusiasm, more views and changes in the customer satisfaction and
customer relation management as there are significant qualitative as well as quantitative
evidences in favour of the same.
However, the research can be seen to be constricted only within the geographical region of
London and specifically emphasizes on the Wimbledon tennis tournaments which in spite of
being globally popular, has a targeted audience. There may be many other factors and
occurrences in other sports domains and in other geographical regions, in the aspect of
digitalization of the same and its impacts which may have considerable impacts on the events
as a whole. These aspects have not been taken into consideration in the concerned research,
which may in turn explain the moderate value of R square (0.4), thus leaving considerable
future scopes of expansion of the research in this domain, in a more inclusive framework.

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Reflection
In the contemporary period, with the expansion of the global business scenarios and
with changes in the nature of industrial dynamics over the years, new domains of industries
have been developing. Event management is one such new and innovative stream, developing
over the last few years as a separate and lucrative industry itself and personally as a student
of the same course, I feel extremely excited, eager and hopeful in the aspects of my skill
development, knowledge and overall maturity to organize, create, develop and manage large
scale real life events in the future.
The course, being to some extent academic, some extent corporate and to a huge
extent being that of professional development of an individual’s life as a whole, has been a
learning experience of immense significance for me. Throughout the course, I learnt a variety
of things, which have implications in developing both my theoretical knowledge and my
insights regarding practical applications of the same in the professional domain. The reputed
course, particularly focusses on the development of specific skills among the eager students,
which primarily includes time management, multi-tasking, professional handling of situations
and insightful decision making at times of crisis or demanding scenarios.
Personally, the first thing which I learnt in the course was how to remain calm and
composed in any kind of situation and how to work and multi-task in high pressure situations.
My analytical skills have developed significantly along with my sense of judging situations
and taking decisions efficiently and I have also started to be aware of global events and
occurrences taking place, which are of relevance and immense significance for developing
my professional career.
One of the most beneficial aspects of the concerned course, which I felt can be of
huge benefit for the development of my future career in this domain is that the course has

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given me enough exposure to real life events and chances to gain experience by viewing how
the companies and professionals in my domain operate. However, apart from these abstract
aspects of direct linkage with my professional career, several activities and assignments have
also been performed by me, which also include the concerned research which I have done.
In this project, I have analysed and explored the impacts of digitalization as a whole
and also of the new and increasing practices of online sales and marketing on the sports
industry in the contemporary period. This project has taught me a lot in the aspects of
development of my analytical and research skills. I have learned to explore data and as well
as abstract attributes regarding my topic of concern and have also learnt to interpret the trends
and the causation of such trends. My investigative skills have also developed along with my
ability to work systematically, patience with failures and attitude of thriving for success.
However, I still need to work on my statistical analytical skills and also in the aspects of
decisive attitudes as I personally felt that I get confused when I work with big data or
evidences. I also need to improve my multitasking skills, which given the domain where I
aim to step in my professional life in future.

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